Baby (back ribs) coming back?
In one Surprise announcement On Thursday, McDonald’s (MCD) revealed the imminent return of its cult classic McRib – just in time for the 40th anniversary of the sandwich.
The BBQ favorite, which consists of seasoned boneless pork, barbecue sauce, onions, and pickles on a bun, will be available on menus from November 1st.
The McRib has built a considerable fan base over the years, although it wasn’t a uniform menu item for the fast food giant. The last time the McRib made its limited edition was December 2, 2020, the first time the sandwich has been sold nationwide since 2012.
Prior to December, the sandwich was sold for a limited time in October 2019.
“Whether you are a McRib loyalist or a newbie, there is no denying that the McRib is one of the most iconic sandwiches in the last four decades and we have thousands of emails and tweets from fans to prove it,” said McDonald’s in a press release.
The McRib first debuted as a regional favorite in Kansas City in 1981 before making a national debut the following year.
McDonald’s said the “Internet boom and the advent of social media cemented McRib’s iconic status” and “the hype over its annual returns even spawned the term ‘McRib season'”.
Seasonal and limited-time offers often help restaurants attract new and old customers – from McDonald’s McRib and Shamrock Shake to Starbucks’ famous Pumpkin Spice Latte.
The McDonald’s celebrity signature ordering campaign was hugely successful thanks to partnerships with rapper Travis Scott, Korean pop band BTS and now The Saweetie Meal, featuring the hip-hop artist’s favorite dishes and Saweetie ‘N Sour sauce.
Burger King (QSR) recently copied its competitor’s strategy and introduced “Keep It Real” meals. The celebrity-created meals use the celebrities’ real names instead of their more familiar stage names. Partnerships include Nelly, Brazilian singer Anitta and TikTok sensation Lil Huddy.
“McDonald’s has been doing this for a long time [awhile] and it worked really well so watch others get involved, “BTIG Restaurants analyst Peter Saleh recently told Yahoo Finance.
“Nobody wants to be left behind. It’s hard to find something that resonates and gets traffic … I think this is going to be a trend until they find something else that works, ”he added.
However, Saleh cautioned that “celebrities will run out eventually,” stating that menu and food innovations are still key to growth.
“But at this point in time, as restaurants are low on labor, they need to limit their level of innovation and find different ways to attract customers and use their marketing tools in other ways,” added the analyst.
Alexandra is a production and entertainment correspondent for Yahoo Finance. Follow her on Twitter @ alliecanal8193
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