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The limited-time offer returns to menus nationwide on Nov. 1, McDonald’s announced Thursday. This year marks the 40th anniversary of the McRib, which was a dud in its early days but has rebounded to become a fan favorite menu item.
The sandwich is a boneless pork patty, shaped like a rack of ribs and topped with barbecue sauce and placed on a homemade bun. The price varies depending on the location.
Mcdonalds (MCD) first added McRib to menus around Kansas City in 1981. The chain removed it from their menu four years later. But it has become a cult favorite among McDonald’s devotees in recent years. In a statement, the company credited the internet and social media with consolidating its “iconic status” and the birth of the phrase “McRib Season”.
McRib returns to the menus every year. For the first time last year, it was sold nationwide. Seasonal items are an important marketing tool for the food industry, according to Alexander Chernev, professor of marketing at the Kellogg School of Management at Northwestern University.
“When you have these exclusive products, which are around for a short time, it gives people a reason to come to the store,” he previously told CNN Business. For example, Starbucks (SBUX) customers are excited about Pumpkin Spice Lattes and red holiday mugs.
In addition, the limited-time offers have helped propel McDonald’s sales. Its celebrity dining strategy, which was recently copied by Burger King, improved sales in U.S. stores open at least 13 months by jumping 25.9% in the last quarter, beating analysts’ expectations.
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