McDonald’s McRib Returns to Enthrall Fans Once Again

The iconic McRib sandwich from McDonald's is set to make a comeback, delighting fans with its return on December 3, 2024. The beloved boneless pork patty, smothered in barbecue sauce and placed on a homestyle bun, will be available for a limited time, according to a statement by McDonald’s.

Michael Della Penna, Chief Strategy Officer at marketing platform InMarket, remarked, «Bringing back old favorites like the McRib is a strategy to drive interest and demand. It gets people excited about visiting and evokes nostalgia.» This sentiment underscores McDonald’s tactics to leverage the sandwich’s famed status, which thrives on its limited availability, thus enhancing consumer interest.

Stephen Zagor, adjunct assistant professor at Columbia Business School, noted that scarcity plays a critical role in the McRib’s allure. «Scarcity adds tension and excitement,» he said. «If McDonald’s offered the McRib permanently, it would lose its specialness, similar to having Christmas every day.»

The strategy of offering limited-time items is not unusual in the fast-food industry, as seen with Taco Bell‘s Nacho Fries. David Henkes, senior principal at Technomic, supports this approach, arguing that short-term availability often yields more profits than year-round offerings.

The McRib, initially released in Kansas City in 1981 and subsequently withdrawn due to poor sales, has since become a fan favorite. Its return is often unpredictable, increasing consumer interest due to its surprise nature, unlike seasonal items such as the pumpkin spice latte.

In addition to the sandwich, McDonald’s will launch a «A Whole Lotta McRib Sauce» half-gallon jug, reflecting the sandwich’s cultural impact. Tariq Hassan, McDonald’s Chief Marketing and Customer Experience Officer, stated, «The McRib is more than a sandwich – it’s part of culture, it’s a legend, an event.»

The return of the McRib coincides with a broader marketing strategy aimed at revamping public perception following past controversies. «Bringing out one of these fan-favorite items puts a more positive spin on what the public sees and hears about McDonald’s,» said Henkes.