McDonald's Marketing Minute

So Long, Farewell, Auf Wiedersehen, With Fries

The McRib might be better described as the on-again, off-again girlfriend of quick-service eateries. And, as fate would have it, the tease of a sandwich is back, but this time on its “Farewell Tour.” The latest marketing strategy from McDonald’s leans heavily on nostalgia with throwback-inspired merch and a saucy landing page of McHistory for fans to walk down the ole rib-ery lane. McDonald’s hopes this tactic might resonate with consumers’ fond memories of the sandwich (I mean, where do I start?) while also stirring up the fanbase with the potential permanence of the beloved pork delight. It makes sense considering how McDonald’s has found success in evoking childhood memories by introducing Adult Happy Meals and “Boo Buckets.” I will say… I don’t think you boneless rib lovers need to worry. If Mötley Crüe can have two farewell tours, so can the McRib!

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