The changes include softer, “pillowy” toasted buns; “perfectly” melted cheese; juicier caramelized flavor by adding white onions to the patties while they are still on the grill; and a greater quantity of special sauce on Big Macs.
“We found that small changes, like tweaking our process to get hotter, meltier cheese and adjusting our grill settings for a better sear, added up to a big difference in making our burgers more flavorful than ever,” Chad Schafer, senior director of culinary innovation of McDonald’s USA, said in a press release.
McDonald’s is promoting the changes by bringing back the Hamburglar, a character from its McDonaldland past. The ads, from Wieden+Kennedy New York, show the character casing and stealing burgers. They will be seen in markets as the improved burgers become available.
The Hamburglar was introduced in 1971 and has undergone a number of changes over the years, including reappearing as a fit dad to introduce the Sirloin Third Pound Burger in 2015. He last appeared as part of McDonald’s Cactus Plant Flea Market promotion last year.