McDonald's infamous Hamburglar is back in action.
The Oak Brook-based fast food chain tweeted two new videos starring the new and improved Hamburglar, who has apparently spent the last decade going to youth soccer games and perfecting his stubble.
The company recently revealed plans to bring back the burger thief after a 13-year absence.
Last week, McDonald's Corp. tweeted a 30-second ad 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 would introduce 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 last week's ad, those burgers lure the Hamburglar out of his quiet retirement.
Publicity photos revealed 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.
Reactions to the new Hamburglar on social media have been mixed, with some claiming the new Hamburglar is attractive, while others ridiculed the new version of the burger burglar.
The world's largest hamburger chain gave Ronald McDonald a makeover last year and gave him an official Instagram account. Some observers described his new apparel, which included a bowtie and rugby shirt, as hipster-y.
