McDonald’s brings back the Hamburglar to promote burger changes

New York – McDonald’s is bringing back the Hamburglar to help promote minor changes it has made to the recipes for some of its burger offerings.

The Hamburglar, a classic mascot of the fast-food chain second only to Ronald McDonald, returned in the company’s newest TV commercial, the company said on Monday.

The character is being used to promote improvements to the Big Mac and McDouble, as well as the classic Cheeseburger, Double Cheeseburger and Hamburger. In addition to extra Big Mac sauce on Big Macs and softer buns, the company said it has tweaked its cooking process to “get hotter, meltier cheese” and changed its grill settings to achieve a better sear.

This is not the first time McDonald’s has revived the Hamburglar to promote certain menu items. In 2015, it remade the character into a bearded hipster with a trench coat who had a craving for a new sirloin burger. McDonald’s restaurants phased out the limited-time menu item later that year.

The new changes were initially tested in Australia, Canada and Belgium and have been

introduced in certain western US cities.

They will be rolled out to the entire United States by 2024, McDonald’s said.

McDonald’s recently found itself in the centre of controversy for its menu changes, particularly surrounding meals promoted by rappers Cardi B and Offset. Some franchisees argued that the partnership violated the company’s marketing code and would hurt the brand due to the nature of the rappers’ music, which features profanities and sexual content. In response, McDonald’s said it was focused on placing the company at the “centre of culture”. BLOOMBERG