May 06, 2015
The Hamburglar is back at McDonald's. The company, which has been attempting new ways to grab younger customers including breakfast bowls containing kale, has brought back the masked hamburger thief following a cold response from Wall Street regarding CEO Steve Easterbrook's vision to turn the company around.
But this isn't the same portly cartoon character that first appeared in the fast food franchises' marketing campaigns in the 1970's, who would comically fail in his attempts to steal Ronald McDonald's picnic lunch.
I've only seen a couple pictures, but I'm totally okay with a hot Hamburglar. I'm still staying away from McD's food, though.— Morgan Rhodes (@MorganRhodesYA) May 7, 2015
The hamburglar has no business being that damn hot— ♕B4nD1T K1nG♕ (@garydactyl) May 6, 2015
"a thinkpiece on why the Hamburglar is problematic" sounds like something I'd make up as a joke, but I bet one gets published this week— The Discourse Lover (@Trillburne) May 7, 2015
alright when's the first hamburglar thinkpiece dropping and how hot of a take is it gonna be I'm taking bets step right up step right up— Jeff (@Jeevesmeister) May 6, 2015
Most of all, the problem here is that New Hamburglar just looks like he has it all together, which is absolutely not the message I’m taking with me when I find myself back at McDonald’s. If New Hamburglar is saying, “You can have McDonald’s and have it all,” Old Hamburglar said, “I’m just doing the best that I can.”
The real question now, of course, is when McDonald's will introduce a new version of Grimace.