The updated version of the Hamburglar, a classic McDonald’s character, had one job. He was supposed to sell “third-pounder” sirloin burgers to children of the ’70s and ’80s who grew up with the Hamburglar as part of the McDonaldLand marketing ensemble, and who are now young adult “foodies.” Yet the appeal to nostalgia and his snazzy hamburger tie weren’t enough to draw customers in to try the burger he was promoting. [More]
