McDonald's is trying to steal back some customers by bringing back an old favorite character: the Hamburglar. But this might not be the Hamburglar you remember from your childhood.
The short and stubby thief who spent years trying to steal hamburgers is gone, and a new slimmer, taller version is in. The new Hamburglar is an actual real person wearing black and white stripes but is meant to resemble a surburban father. He'll help launch McDonald's new, limited-time Sirloin Third Pound Burger, according to CNN Money.
The original Hamburglar hasn't been seen on national television since 2002, but some people may not miss him. This new, attractive Hamburglar is already causing quite a stir online, being dubbed "The Heartburglar." He even whispers the character's famous line "robble robble" in a breathy, sexy tone of voice. Others compared him to the guy from the Trivago ad campaign and found him creepy.
The new look reflects McDonald's effort to reverse their declining sales and improve its stale brand image, says CEO Steve Easterbrook, who describes the fast-food chain as "a modern progressive burger company."
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