The big news this Foodie Friday is the return of the McRib sandwich. It’s only going to be around for a limited time and only at select McDonald’s stores (which is about 10,000 of them). If you’ve never had one of these babies, it’s a pork patty formed to look like pork ribs (but boneless) on a bun with pickles and onions and a fair amount fo a sweet barbeque sauce.
I’d be very dishonest if I said this concoction appalls me since I’m a fan of the thing, or at least I was before I both quit eating a lot of carbs (45g in this baby) and lived in a place where real BBQ pork sandwiches are easier to find than a decent deli. When it hit the market back in 1981, it was a dud. It’s been released every so often since into a limited number of outlets and it sells out.
There is something any business can learn from the McRib or the pumpkin spice craze at Starbucks or Dunkin’. It’s the smart tactic of giving customers a reason to come back. There is a restaurant here in town that I patronize on a regular basis. The food is quite good but there are rarely any specials. It gets boring, frankly. I’ve tried pretty much everything on the menu. Something special might get me to make a special trip as opposed to the every 10 days or so when I want a really good burger.
There is something else. Here is a quote from a marketing professor at Northwestern:
For fast-food chains in particular, which rely on familiarity, holiday items can offer consumers some variety. “You need consistency because that’s the brand mantra,” said Chernev. “But no matter how much you like something, consuming something different … increases the enjoyment of what you consumed before.” Chernev says it’s a neat marketing ploy: Although a specialty item may be exciting on its own, it can also remind consumers how much they like the basics.