Is McDonald's New Hamburglar A DILF Or A Creep? The Internet Can't Decide

Guess who's back with a brand new design? McDonald's Hamburglar has returned, and he's... creepy? Sexy? A dad? I'm not really sure what the restaurant is going for in this villain's makeover, but he sure isn't the pudgy cartoon criminal we're used to. This is all part of ways the company is trying to create more "brand excitement," according to CEO Steve Easterbrook in a recent webcast. "Our business model strength is enduring, but no business or brand has a divine right to succeed. And the reality is our recent performance has been poor. The numbers don’t lie," Easterbrook said.

So what's one of the ways to bring the numbers back up? Well. apparently it's to make The Hamburglar into somewhat of a DILF. Or... something. I think.

"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," Joel Yashinsky, McDonald's' Vice President of U.S. Marketing, said in a statement to Mashable. "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."

Maybe they figured that if he's stealing our food why shouldn't he be stealing our hearts? I'm not sure. You can decide for yourself:

Here's a closer view:

So far the feelings on Twitter are mixed.

Some think he's sexy.

Fifty shades of "come steal my buns."

Others are a little creeped out.

Good point, Mike.

Well, he's obviously thrifty.

I mean, he does look like he's been eating clean...

Maybe he prefers books, Brian.


Some people are just mad that he ruined Halloween.

Considering it's only May, that's kind of impressive.

Most people are just plain confused.

But when it comes down to it, maybe Myles here has a point.

But in reality...

How do you vote?

Image: McDonald's