After a wretched past few years, McDonalds is trying some new things rather than relying on you simply lovin' it.
Mashable broke one of those things May 6 with the unveiling of the new Hamburglar.
You probably remember the Hamburglar like this:
He was first introduced in 1975 and hasn't changed a whole lot since then.
But now, he's been remade for a new generation
Because of McDonald's slipping sales figures, new CEO Steve Easterbrook put out a video presentation May 6 touting the need to create "brand excitement."
Unfortunately, he didn't show much excitement himself and McDonald's stock fell in response.
Look at this guy:
BACK TO THE NEW HAMBURLAR
His new incarnation sports human-like features and a week's old beard. How fantastic.
Joel Yashinsky, McDonald's' Vice President of U.S. Marketing offered a deeper explanation to Mashable:
"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. 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."
It really doesn't look too different from the "Fast Food Burger Thief" costume you can buy on Amazon
Except the new guy has pants.
Welcome to the future.
McDonald's further teased his appearance in a video on Twitter
- Reposted by