It’s baaa-cckkk! McDonald’s McRib sandwich is available again at participating U.S. restaurants—for a “limited time,” of course—and it has company. The McRib is returning with an app; a contest, The Last McRib; and a McDelivery partnership with UberEATS. It can be ordered with dill pickles and onions on a toasted hoagie-style bun. And the bun no longer has high fructose corn syrup, even if the sauce still does.
— McDonald's (@McDonalds) November 6, 2017
McRib is celebrating its 35th anniversary since the chain’s first executive chef first tried out a sandwich made of 100% seasoned boneless pork at a Kansas City, Kansas, Golden Arches. The Last McRib contest is inviting fans to submit a video professing their love for a chance to be served and eat the final McRib of 2017 as part of
“a trip to Chicago, IL on January 12 to 14, 2018, including coach-class, round-trip air travel (in Sponsor’s sole selection), for winner and one guest, two nights’ hotel accommodations (in Sponsor’s sole selection) in Chicago, $500 spending money for the winner, ground transportation between airport/hotel and hotel/McDonald’s headquarters, a culinary McRib cooking/dining experience with a McDonald’s chef who will serve the last McRib sandwich of the season, approximate retail value (“ARV”): $3,500. Winner must be available to travel on these dates or he/she will forfeit the prize.”
It’s been a year since fans could chomp into McRib and its signature sweet barbecue-style sauce, pickles and slivered onions on a hoagie bun. It was a staple at McDonald’s for many years but has only appeared sporadically over the last several years.
“The McRib is truly an iconic sandwich and has been a fan favorite since its debut,” McDonald’s Chef Chad Schafer said in a press release. “Our customers are passionate and tell us they enjoy the sweetness of the barbecue sauce, which pairs perfectly with the hints of pickles and onions. It’s more than a sandwich, it’s a legend, and has become an experience for so many to enjoy at McDonald’s.”
The McRib® is finally back starting Nov. 6! Track down the saucy sandwich you love with the McRib Finder App. Download it now. pic.twitter.com/ZEsftptms2
— McDonald's (@McDonalds) November 3, 2017
Of course, there’s another rationale for limited-time promotions. “When you have these exclusive products, which exist for a short period of time, it gives people a reason to come to the store,” Alexander Chernev, a professor of marketing at Northwestern University’s Kellogg School of Management, explained to CNN.
In fact, CNN reports, “when the McRib debuted in 1981, it was a dud. McDonald’s pulled it from its menu four years later. Though it never achieved nationwide success, there were parts of the country where the McRib generated a solid enough fan base to bring it back every now and then.”
“There’s a lot of mystery around why the McRib comes and goes, but to be honest it’s a local option based on consumer demand,” a McDonald’s spokesman told CNN.
— McDonald's SoCal (@McDonalds_SoCal) October 30, 2017
Once again, McRib fans can use an app—the official McRib Finder iMessage app that launched last year—to quickly locate the nearest McDonald’s location carrying the sandwich.
— Xanthe (@XanthePajarillo) November 2, 2017
The app is available for iOS and Android phones, while version 1.4 of the app adds new features:
It’s that time of the year again—the McRib is back! This year, the McRib Finder makes it even easier to meet up for a McRib by letting you choose both a place AND time to meet up for your favorite sandwich. There’s also brand new Team McRib stickers so you can show your saucy pride all season long. Head on over to Messages to get started!