Hamburglar Generates Buzz But Not Burger Sales for McDonald’s

While he was a sensation on social media, the new Hamburglar didn’t succeed at his main job: promoting McDonald’s sirloin burgers.

The menu item, which was added earlier this year, failed to meet sales goals, even with a big marketing push from the reimagined Hamburglar mascot in May. The limited-time item expired this summer, and restaurants are phasing them out.