Hamburglar, then and now
McDonald’s

McDonald’s is undergoing a rebranding spree, since its financials have looked a bit bleak lately. First it added a new way to order your high-calorie-count Extra Value Meals. Then it put back on the menu its version of Angus-beef burgers. And now it’s given the Hamburglar a face-lift.

A hipster face-lift.

Look at your old Hamburglar:

Now here’s your new and “improved” Hamburglar:

The new Hamburglar is a cross between a repo man, a hipster and someone you wouldn’t want to run into while walking down a dark alley. Whose idea was this? Can it be returned to sender?

According to Mashable, the corporation felt it was time for a change.

“We felt it was time to debut a new look for the Hamburglar after he’s been out of the public eye all these years,” Joel Yashinsky, vice president of U.S. marketing for McDonald’s, said in a statement to Mashable. “He’s had some time to grow up a bit and has been busy raising a family in the suburbs, and his look has evolved over time.”

https://twitter.com/McDonalds/status/596015391429627905

So the Hamburglar grew into “Repo-Hipster-I’ll-Chase-You-Down-an-Alley Man”? I’m sorry, this is not what raising a family in the suburbs looks like. How about getting rid of the Hamburglar altogether? Let’s give Ronald McDonald a makeover. Or that purple thing, Grimace?

Needless to say, people on social media were confused:

https://twitter.com/JosephScrimshaw/status/596035672986685442https://twitter.com/SimonMaloy/status/596033254400098304https://twitter.com/chriswelch/status/596023973495865344https://twitter.com/soccerboyLA/status/596020593528418304https://twitter.com/AnnaMarieNaAM/status/596049276494548992

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Let’s spend money on a new Hamburglar who cares about making our food healthier, said the marketing genius during a meeting.