McDonald’s brings back the Hamburglar to promote tweaks to burgers

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McDonald’s Corp. is bringing back the Hamburglar to help promote the minor changes it’s made to the recipes for some of its burger offerings.

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The Hamburglar, a classic mascot of the fast-food chain second only to Ronald McDonald, returned in the company’s newest TV commercial, the fast-food chain said Monday.

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The character is being used to promote improvements to the Big Mac, McDouble, and the classic cheeseburger, double cheeseburger and hamburger. In addition to extra Big Mac sauce on Big Macs and softer buns, the company says it tweaked its cooking process to “get hotter, meltier cheese,” and changed its grill settings in order to achieve a better sear.

It’s not the first time McDonald’s has revived the Hamburglar to promote certain menu items. In 2015 it remade the character into a bearded hipster with a trench coat who had a craving for a new sirloin burger. McDonald’s restaurants phased out the limited-time menu items when they expired later that year.

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