In April of last year, McDonald's unveiled its plans to revamp its burger offerings to deliver a hotter, juicier, and more flavorful product. Now, customers all across the United States can enjoy these upgraded menu items, as the improved burgers have been made available nationwide, as reported by Nation's Restaurant News.
The fast-food giant has introduced more than 50 changes to enhance the quality of its burgers. Some of these alterations include using softer buns, incorporating white onions onto the beef patties while still on the grill, and cooking the patties in smaller batches to achieve a superior sear. McDonald's patrons will also notice the cheese melting more smoothly and an increased presence of Big Mac Sauce.
The enhanced burgers were initially introduced in international markets such as Australia, Canada, and Belgium, where they received "rave reviews," as announced by McDonald's in 2023. Subsequently, these improved burgers were gradually introduced to West Coast locations, followed by Midwest restaurants.
To promote these new burger offerings, McDonald's has enlisted its beloved Hamburglar mascot for an engaging marketing campaign. Recently, the fast-food chain unveiled that the Hamburglar is embarking on a cross-country journey across the United States in a 1970 Plymouth Barracuda, humorously dubbed the "Burgercuda," intending to pull off "the ultimate burger-stealing heist." Those who spot the Burgercuda can scan a QR code on the vehicle to unlock an Arch Card—also known as a McDonald's gift card—and receive Hamburglar-themed merchandise.
The Hamburglar's vehicle showcases the mascot's iconic black-and-white stripes both inside and outside, along with whimsical burger-themed elements such as a spare tire cleverly designed to resemble a colossal cheeseburger. The Hamburglar's trademark catchphrase, "robble robble," is creatively rendered as "RBL RBL" on the hood scoop and license plate.
For those interested, there is also an opportunity to vie for a year's worth of complimentary McDonald's burgers by visiting the Hamburglar Watch Sweepstakes website. To participate, individuals must complete the entry form by February 25, 2024, with only one entry permitted per person.
As reported by Nation's Restaurant News, McDonald's launched its Hamburglar campaign last weekend, targeting fans who opted into the chain's text messaging initiative. McDonald's official account sent a text message to these participants, alerting them to the presence of the "Hamburglar on the loose" and sharing details about the mascot's license plate. The message further encouraged fans to divulge their city if they happened to spot the mascot, with the promise of a chance to win either a prize pack or free burgers for an entire year. Currently, there has been no response, as noted by the news outlet.
It's worth noting that in 2018, McDonald's made significant adjustments to its Quarter Pounder with Cheese, transitioning to using fresh beef that is prepared upon order. During the same year, the chain also eliminated artificial flavors, colors, and preservatives from its burger offerings.