Business

At McDonald’s, the Hamburglar cooks again

The Hamburglar
The Hamburglar AP

Based on McDonald’s latest ad, it looks like the Hamburglar settled down in the suburbs and spent the last decade going to youth soccer games and perfecting his stubble.

The company is bringing the burger thief back to its advertising after a 13-year absence. McDonald’s Corp. tweeted a 30-second ad Wednesday featuring the Hamburglar, his face unseen, flipping burgers in a suburban backyard with his wife and son. When he hears a radio ad for McDonald’s new burgers, he drops his spatula in shock.

In April, McDonald’s announced that it is introducing a trio of “Sirloin Third Pound” burgers for a limited time, the latest sign the chain is pushing to improve perceptions about the quality of its food. In Wednesday’s ad, those burgers lure the Hamburglar out of his quiet retirement.

Publicity photos reveal a grown man in a more fashionable version of the old costume, including a black trenchcoat and fedora with a yellow band. The previous version of the character appeared to be a mischievous child dressed in an old time black-and-white prisoner’s uniform with a hat and cape.

McDonald’s is working to turn around its business, which has seen sales and customer visits decline because of tough competition and the perception that its food is low quality.

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