McDonald's needs to stop trying to give their iconic mascots makeovers. Last year the chain transformed Ronald McDonald into a cargo pant-wearing, selfie-taking hipster. Now, the Hamburglar is the next victim of the McDonald's McMakeover Machine. Mashable writes that the chain is bringing back the character for the first time since 2002, and that he will be feature in new commercials.
But he looks quite different from the young and mischievous burger bandit of yore. The grown-up Hamburglar is more bro and less adorable thief with his new high top sneakers and sketchy black trench coat. Really, he should just be called the HamBROglar.
Hipster hamburger tie aside, the character's transformation gets even weirder: Joel Yashinsky, McDonald's vice president of marketing tells 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."
Basically, the Hamburglar grew up to be a bro-y suburban dad who put aside his life of crime to grill burgers for his kids. Now the chain is pulling him back into a life of crime, just so it can try to save its stock prices. Can't you leave a dad-bro alone, McDonald's?