McRib
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 The McRib |
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| Origin | |
|---|---|
| Place of origin | United States |
| Creator(s) of the dish | McDonald's |
| Dish details | |
| Course served | Main Course |
| Serving temperature | Hot |
| Main ingredient(s) | Boneless pork patty, barbecue sauce, onions and pickles served on a 6 inch (15.2 cm) roll |
The McRib is a sandwich sold by the international fast-food restaurant chain McDonald's.
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[edit] Product description
The McRib consists of a boneless pork patty, barbecue sauce, onions and pickles served on a 6 inch (15.2 cm) roll. The patty is precooked, frozen and later reheated. When first introduced, packets of a special McRib barbecue sauce called "Blazing Hot Sauce" were available with the sandwich. This sauce was much hotter than the barbecue sauce on the prepared sandwich and was only available for a short time. When the McRib was brought back as a "specialty" sandwich, the sesame seed roll was often replaced with a standard hamburger bun; this was sometimes called the McRib Jr[citation needed].
[edit] History
The sandwich test-marketed very well in Nebraska and other Midwestern markets and was added to the restaurant's permanent menu throughout the United States in 1981.[1] Sales were mediocre,[citation needed] and it was removed after several years, only to be brought back as a limited time offering.
Officials at McDonald's, in a 1985 stockholder meeting,[citation needed] mentioned that The McRib was pulled because the McRib could not sustain international sales, as there were many countries in which pork is not regularly eaten. Germany was cited as an example, but the U.S. and certain Asia Pacific countries were not. The strategy announced at that time would be that the McRib would be brought back periodically as a "specialty" sandwich since it definitely increased sales during a promotional period before receding.
In the summer of 1994, McDonald's brought back the McRib as a tie-in with the theatrical release of "The Flintstones", comparing the appearance of the McRib with the rack of ribs that topples the Flintmobile in both the animated and live action productions. McDonald's (which was featured in the film as "RocDonald's") supported the return with McRib packaging featuring the Flintstone characters and a television commercial featuring Rosie O'Donnell in her role as Betty.
On November 1, 2005, McDonald's put out a press release stating that the McRib would be permanently removed from the menu following a "McRib Farewell Tour." This appears to have been a deceptive kickoff to a viral/stealth marketing campaign;[citation needed] mcrib.com, a site registered to McDonald's, featured a petition to "Save the McRib," which was facetiously sponsored by the "Boneless Pig Farmers Association of America."[2] So in a two-angled campaign, McDonald's was simultaneously conducting a McRib farewell tour and sponsoring a petition to "Save the McRib" to create buzz. On October 16, 2006, the "McRib Farewell Tour II" site appeared, confirming the campaign was a marketing ploy. The petition to "Save the McRib" still existed as well as the "BPFAA" site.
McDonald's brought the McRib back in the United States once again in October 2007, beginning the third farewell tour.[3] It was reintroduced for a fourth time in late October 2008, across the United States, Hong Kong and Japan, with a promotional website featuring music sponsored by a "McRib DJ".[4]
The McRib has remained on sale as a regular item in Germany.[5]
In 2008, The McRib was brought back yet again in December. McRib.com continues its marketing campaign.
[edit] Cultural References
The McRib is parodied in the season 14 episode of The Simpsons, "I'm Spelling as Fast as I Can", in the form of a new Krusty Burger product named Ribwich. The focus of the parody mostly reflects the promotional touring of the sandwich around the country.
[edit] External links
- McDonald's McRib Farewell Tour III New site as of 10/25/07
- The McRib: Is it more myth than a sandwich?
- McDonald's says goodbye to McRib
- McRib Deconstruction
- McRib Locator
[edit] References
- ^ McRib!!!
- ^ "Boneless Pig Farmers Association of America". Archived from the original on 2005-12-31. http://web.archive.org/web/20051230172317/http://www.bonelesspigs.org/.
- ^ Justin Fox (2007-10-25). "The McRib is back Review". Time Magazine. http://time-blog.com/curious_capitalist/2007/10/the_mcrib_is_back_bringing_con.html. Retrieved on 2007-11-11.
- ^ http://www.mcrib.com/
- ^ http://www.mcdonalds.de/produkte/produktfinder.html#/mcrib
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