The McRib is an iconic pork sandwich that has been a cult favorite among McDonald's loyalists in recent years. It is brought back every year, but it's notoriously hard to find. The novelty surrounding the McRib is not only an advantage that comes with its seasonal status, but it is the driving force behind its appeal. The main reason McDonald's will never make the McRib a permanent fixture is the thrill of having a limited-edition menu.
The McRib made its debut 40 years ago and quickly became a fan favorite thanks to the unmistakable flavor of the seasoned boneless pork burger wrapped in BBQ sauce and topped with shredded onions and sour dill pickles, all on a homemade bun. It was first released regionally in Kansas City, Kansas, in 1981, before its national debut the following year. In a statement, the company credited the Internet and social networks for consolidating its “icon” status and the birth of the phrase “McRib Season”. McDonald's even launched its own McRib locator app to help customers locate restaurants that sold it.
The McRib's marketing strategy brings together the appeal of exclusivity, scarcity and seasonality in one tasty package. When diners know that something is only available for a limited period of time, they are more motivated to make time to buy it than if it was always there waiting for them. Temporary dishes can also add variety to a menu that has been based on the same staples for decades. Some people think McRib is an abomination of 70 ingredients, while others can't get enough of the barbecue pork sandwich. McDonald's McCrib Sandwich is officially back and it generates a buzz every time it returns to menus after a periodic pause. According to CNN, the novelty surrounding the McRib is not only an advantage that comes with its seasonal status, but it is the driving force behind its appeal.
Whether you love it or hate it, the divisive dish always generates a buzz every time it returns to menus after a periodic pause. When McDonald's talked about the arrival of the McRib, many Twitter users were on cloud nine, as it has been almost a year since the sandwich was last released for a limited time. The only clue to McRib's return was a teaser tweet asking followers to turn on their notifications for the “biggest announcement”.McRib's popularity could drive even greater sales growth, although a resurgence in Covid-19 cases could hinder McDonald's recovery. So what is it that keeps fans intrigued and eagerly awaiting the McRib season each year? It could be the seasoned boneless pork burger wrapped in BBQ sauce, or it could be the nostalgia and great marketing that surrounds it.
