Industry News | October 24, 2011
It’s Back: McRib Hits McDonald’s Menus Nationwide
Boneless pork and barbecue-sauce-loving fans have reason to rejoice today. For the second time in as many years, the McRib sandwich has returned nationwide to participating McDonald's restaurants through November 14.
The McRib—a boneless pork patty made from USDA-inspected quality boneless pork, topped with slivered onions, sliced dill pickles, a signature barbecue sauce on a toasted home-style bun—is renowned for its elusive quality, inspiring a McRib Locator, several online petitions for its return, and countless pop-culture references.
In 2010, the McRib returned to McDonald's nationally for the first time in 16 years, sparking a 4.8 percent U.S. sales increase in November. It was this sales spike that best showcased the passion consumers exhibit for this elusive sandwich, which ultimately drove McDonald's to return the McRib to the menu once again as a limited-time offer.
"The McRib has an enthusiastic and dedicated fan base," says Marta Fearon, McDonald's U.S. marketing director. "And we thank those customers for contributing to our decision to bring back the McRib nationwide in 2011. At this time, we can't speculate on its return in the future but we hope McRib fans will enjoy it now while it lasts."
McDonald's launched "The Quest for the Golden McRib" digital game, which challenges consumers' wits, smarts, and most of all, love for the McRib. To play The Quest, consumers should visit McDonald's Facebook page.
Along the journey of discovery, a cast of "weirdly wonderful" characters—including Barbecue-Loving Unicorns, Emo Pilgrims, and Viking Accountants, among others—offer riddles and challenges that lead to the whereabouts of the 10 online Golden McRib sandwiches hid virtually in cyberspace. Participants who succeed in their quest could earn digital badges. A live leader-board will showcase "The Quest for the Golden McRib" top scores.
Food & Beverage
Thank you for signing up to receive QSR's flagship e-newsletter, A.M. Jolt. To help us better serve the information needs of our audience, please complete the information below.
In addition to A.M. Jolt, we also offer the following e-newsletters and communications. Please mark those you would like to receive.
- Business Services
- Cleaning & Sanitation
- Computer Systems/Software
- Dispensing Equipment
- Disposables, Packaging, Plastics
- Equipment Installation/Repair
- Financial Products/Services
- Food Products
- Franchise Opportunities
- Kitchen Equipment
- Safety Services/Products
- Security Systems