The Hamburglar is back, making his first marketing appearance for McDonald's since 2002 - its fair to say that he's gone through a significant redesign over the last 13 years.

Here's what the original looked like...

He was part of a wider cast of characters who used to pop up in TV-spots with Ronald.

Here's the 2015 remake, he's back and looking a bit like a poor-halloween costume version of the original - leather mac, Kanyesque hi-tops and all...

He is currently being rolled-out across the brand's social channels - the first appearance is in an eerie suburban teaser video.

Wait, is this who we think it is??! https://t.co/rc9xhQrAUi

— McDonald's (@McDonalds) May 6, 2015

It's fair to say the initial Twitter reaction has been mixed

As a millennial this incredibly strained marketing is the perfect way to get me to overlook your unethical business and crap food @McDonalds

— GayFascistPizzaWolf✧ (@SFtheWolf) May 6, 2015

The company's chief executive Steve Easterbrook conceded in his widely-criticised video presentation to investors - that he and the company had been ‘not on their game’ - and said that McDonald's will be restructured to become a "modern, progressive burger company."

This is what his plan looks like:

We're guessing that the Hamburglar's return slots into the 'Create Brand Excitement' part.

Investors haven't bought the pitch - this graph shows the stock-price dip on May 4th when the plan was presented.

McDonald's first quarter results show a 2.3 percent decrease in sales - the company attributes this to "negative guest traffic in all major segments" - this translates into 'less people are going to McDonald's in all regions.'

The 2015 Hamburglar is far from the kitsch, chubby, single-toothed original. The character is following a new awkward narrative as a gym-going, steak eating, suburban dad - rather than a cuddly mascot who wants to take everyone's cheese burgers.

The broader-brand is looking to distance itself from its 'fast-food giant' past - and trying to recreate itself as an artisan craft-burger cafe - this narrative is equally awkward.