Hide yo wife, hide yo kids, hide yo happy meals.
The Hamburlgar is back! But he doesn’t look like that anymore — now he looks like this:
— Khushbu Shah (@KhushAndOJ) May 6, 2015
That’s right, he’s no longer the c̶r̶e̶e̶p̶y̶ mischievous young ginger with one single tooth (how does he consume all of those burgers?) that you’re used to. Now he’s a hot bearded guy in a trench coat wearing what looks like high-tops designed by Kanye West.
The classic character is returning to us after a 13-year hiatus. His last commercial appearance aired back in 2002.
But not only have we gotten the Hamburglar back, but it seems like McDonalds has even developed his character a bit. It seems he’s nabbed himself a wife and kid and now he lives in suburbia. (Anyone know where he lived before?)
“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,” McDonald’s’ Vice President of U.S. told Mashable.com. “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.”
Wait, is this who we think it is??! https://t.co/rc9xhQrAUi
— McDonald's (@McDonalds) May 6, 2015
While the new commercial spot that Maccy D’s released today (May 6) only hints at the return of the character – note the black and white striped apron, burger watch, fiery hair and, of course, the Hamburglar’s nutty catchphrase “Robble Robble,” delivered in a-Christian-Bale-as-Batman-esque way – we’ll surely see the character in his full burger-stealing glory soon.
In other news McDonald’s hasn’t been doing so hot lately. Their stock fell nearly 2% on Monday (May 4) alone, and other burger chains like Shake Shack and Habit Restaurants, a West Coast based chain have seen major increases. In other words, McDonalds is trying to “burgle” themselves the younger demographic that they seem to have lost.
The development of the Hamburglar might be a smart move considering all the popularity Marvel and DC Comics have received with superhero film franchises like The Avengers and in anticipation for The Suicide Squad. As their superheroes have continued to get more gritty (think of how the The Joker has developed over the years,) maybe McDonald’s own quasi “Suicide Squad” member should follow suit.
What do you think of his new look?
Now let’s see what they do with Grimace.
— Mashable (@mashable) May 6, 2015
“ROBBLE-ROBBLE!” This is NOT the Hamburglar from your childhood. What do you think of his new look?