Which McDonald's character was originally portrayed as a hamburger thief?

The Hamburglar was originally portrayed as a hamburger thief in McDonald’s advertising.

The character was introduced as part of McDonald’s expanding group of fictional characters aimed primarily at children. His visual identity centered on hamburgers: he wore a black cape, striped clothing, and a wide-brimmed hat, making him instantly recognizable as a mischievous food-stealing figure.

The Hamburglar’s design changed over time. Early versions looked more like a small masked adult or goblin, while later advertising presented him as a younger, more childlike character. His role also became less threatening and more playful as McDonald’s refined its family-oriented advertising style.

The Hamburglar is often confused with Grimace because both were recurring members of the McDonaldland cast. Grimace began with a different product-related concept, whereas the Hamburglar’s defining story was his desire to steal hamburgers. That food-centered role explains his name and costume.