The Hamburglar is back to his thieving ways.
After years on the lamb, the iconic mascot has been resurrected by McDonald’s to promote big changes the fast food giant is making to its Big Mac, McDouble and Classic Cheeseburger, Double Cheeseburger and Hamburger.
Soon, McDonald’s will offer softer toasted buns, melted cheese, caramelized white onions and more Big Mac sauce.
The company has already experienced the changes in Australia, Canada and Belgium.
“We found that small changes, like tweaking our process for hotter, more melty cheese and adjusting our grill settings for better searing, added a big difference in making our burgers tastier than ever before,” said the chef Chad Schafer, senior manager. of Culinary Innovation, McDonald’s USA, whose division concocted the menu changes.
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Hamburglar advertising campaign
McDonald’s has decided to bring the Hamburglar out of hiding to promote its new advertising campaign. Two new commercials will feature the masked bandit wearing his cape and prison stripes.
In the spots, the Hamburglar is shown watching a local McDonald’s, where he spots refreshed versions of the burgers. He then goes down to the restaurant and steals a platter of burgers.
“What better way to show how good they are than to drop the most notorious burger thief into our marketing campaign as he tries to get his hands on our best burgers ever,” said Tariq Hassan , director of marketing and customer experience at McDonald’s in the United States. , said in a report.
McDonald’s menu change comes amid a corporate restructuring. Earlier this year, McDonald’s laid off hundreds of employees in its offices, cutting the salaries and benefits of others, and closing field offices.