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What's with McDonald's weird new Hamburglar?

McDonald's has unveiled a modern version of the "Hamburglar" character. Are you lovin' it?

Robble robble

The vintage version of the burger bandit was youthful and cartoonish. Is it just me or does this new guy look like a hipster in search of an outlet to charge his iPhone?

These are trying times for McDonald's, the world's biggest hamburger chain. According to a recent Associated Press report, "global sales declined 2.3 percent at established locations during the first three months of the year. The drop included a 2.6 percent drop in the U.S., where people are increasingly heading to places that market their food as more wholesome."

Hundreds of store closings are planned as McDonald's struggles around the world. " During the first quarter, the unit encompassing Asia, the Middle East and Africa reported an 8.3 percent drop in sales at established locations, hurt by a supplier controversy in China last year and ongoing consumer perception issues in Japan," the AP report noted.

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Hamburglar 1.0

So, is the new Hamburglar here to help turn things around?

"I think there is a hunger and an interest in our business to embrace change," new CEO Steve Easterbrook said during a conference call. He was referring to menu updates and other business strategy but the new personality is getting lots of attention.

McD's introduced the character in a slightly creepy video spot tweeted out on Thursday:

Commentary, as with all things social media, was swift and witty. Some folks say the new Hamburglar looks like a "hot dad."

Others have widely varying thoughts:

What's your take?

About the Author

Jennifer Brett is a multiplatform journalist and digital coach. She writes The Buzz blog for

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