On Dec. 20, 2022, Topher Olive went to a McDonald's in the town of Post Falls, Idaho, and ordered a limited edition "smoky" double quarter pounder BLT with fries and a Sprite. The meal cost $16.10, and he posted the receipt on TikTok.
Even though he had ordered a novelty item, Olive's video about a $16 McDonald's order went viral, racking up hundreds of thousands of views. After a McDonald's revenue report recently, the same post went viral again earlier this month, with at least a half-dozen news outlets - including the Washington Examiner, the New York Post and Newsmax - picking up the story of Olive's pricey patty.
One YouTube video from this month with 2 million views inaccurately describes it as "a Big Mac meal" that cost $16. Posts on Reddit, the conservative site Twitchy and elsewhere tied the cost to President Biden's economic management: Inflation, the theory went, had gotten so out of control that the price of a fast-food burger was approaching $20.
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These stories soon reached the White House Office of Digital Strategy, which tracked the meme as one of many exaggerated examples of the nation's economic woes, according to a White House official, speaking on the condition of anonymity to reflect internal discussions. In reality, inflation has been steadily subsiding, and last week the government reported price hikes had eased yet again in October.
The average Big Mac nationally as of this summer cost $5.58, up from $4.89 - or roughly 70 cents - before Biden took office, according to an index maintained by the Economist. That's up more than 10 percent, but it's not $16.
And yet one anomalous price from one store in Idaho 11 months ago was ripping through people's social media feeds as if it explained the entire economy. One Democratic official, who spoke on the condition of anonymity to describe private conversations, said: "What are we supposed to do, tell the president or Charles E. Schumer to send a tweet saying, 'Hey, most Big Macs aren't that expensive?' It would look ridiculous." A spokesperson from McDonald's did not return a request for comment.
The Big Mac conundrum reflects what Biden aides and senior Democratic officials regard as one of their most vexing challenges ahead of the 2024 presidential election. Even as inflation has fallen to a manageable 3 percent, and although the labor market has remained hot amid strong growth, voters still don't like the economy, and they blame the president.
Overcoming this discontent - and understanding what is driving it - has become a central priority of the White House and Democratic lawmakers, leading to a fierce debate among economists, pollsters and other experts.
As the administration tries to figure out how to improve its economic message, White House Chief of Staff Jeff Zients has held internal meetings over the last several weeks with top communications and economic officials, according to two people familiar with internal matters, speaking on the condition of anonymity to describe the discussions. (A White House spokeswoman declined to comment.)
Former president Donald Trump has made ridiculing Biden's economic performance one of his main campaign messages, raising the stakes for the White House even more.
The administration continues to be torn over how to respond to the negative polling.
On the one hand, administration officials say Biden deserves more credit for his economic accomplishments - a booming job market; substantial wage increases for low-income workers; rapid economic growth - that they say are the result of his 2021 economic stimulus and other legislative measures. Americans won't give Biden credit for those accomplishments if the president and his allies don't talk about them, many strategists and party officials argue.