Published September 18, 2012
Fan's of the McRib will have to wait a longer to get their fix this year.
McDonald's will not roll out the popular pork sandwich in October, as it has it has in the past in an effort to boost year-end sales.
A memo obtained by Ad Age says "after looking at ways to strengthen the fourth-quarter 2012 OPNAD calendar," it will be on the menu in time for the holidays in late December.
The memo also said that in place of the McRib this fall, the chain will market two new products: the Cheddar Bacon Onion Angus burger and a similarly dressed chicken sandwich, positioned as premium items with higher prices.
McDonald's speciality sandwich, made of boneless ribs (shaped as a rack of ribs --did we mention it was boneless?) smothered in a barbecue sauce and topped with pickles and onions on a toasted bun, has a cult following complete with blogs and Facbook pages tracking its every move.
The McRib is part of the well-shaped McDonald's brand, and in fact, is its own brand. Its success is dependent on its own scarcity.
According to Ad Age McDonald's is holding out the star performer in hopes the product will drive sales to meet those of December 2011, which were up a whopping 9.8 percent.