A simple observation laid the foundation for the Big Mac Conspiracy, which highlights what an icon the Big Mac is. The three lines of the hamburger menu navigation icon and the three buns of the Big Mac are a match – which means it’s a Big Mac on millions of sites. Seeing this set in motion a campaign run like a conspiracy theory.

It spread across the internet from discussion forums to mainstream tv, and a 20-minute mockumentary by fictitious conspiracy theorists took us down the rabbit hole. The truth was revealed by conspiracy “mastermind” Kaitsu who confronted professor Norm Cox in Dallas – the original designer of the hamburger menu.

In the McApp, over 80,000 Finns joined the investigation, revealing over 100,000 sites that feature the hamburger menu. That is, the Big Mac. The icon.