McDonalds is coming back with the McRib sandwich which contains boneless barbecue pork. It has not always been available in stores but it will be sold in all McDonalds through November 14. The McRib sandwich first came out in 1982 and last November, sales showed that this sandwich was in high demand. So McDonalds made the it available for about three weeks, which led the chain to decide to bring it back this year. Although there are no specific numbers to show how it is doing for McDonald's sales, people have shown high interest and liking for this sandwich. People on social-networking sites like Facebook and Twitter have voiced their demand for the return of this sandwich. So if people like it so much, why not add the McRib to the menu for good? Marta Fearon, McDonald's U.S. marketing director, has said, "Bringing it back every so often adds to the excitement." The name itself also has some irony to it because the sandwich is called "McRib" even though it doesn't contains any bones. Marta Fearon also commented on that saying, "That gives it this quirky sense of humor."
My View:
The strategy is see is adding a new product to an existing market and it's quite different than any other strategies I have seen. The company claims that people love this sandwich and are eager to buy but they are holding back from adding it to their menu. Perhaps they want to build people's demand for the product so when they do finally decide to put it on their menu, sales will sky rocket because people will be so excited to have this sandwich available whenever they want it. Also, the name of the sandwich is ironic but it does add some humor to it and humor always grabs people's attention. So in a way the name was designed in order to grab people's attention, thus bringing in more consumers.
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