McDonald’s Bids McRib Farewell Via ‘Tour’

Posted on by Chief Marketer Staff

McDonald’s Corp. is taking its McRib Sandwich on the road, giving consumers one last chance to taste the product before the company removes it from the menu. The McRib Sandwich, which debuted in 1982 as a promotional menu item, has outlived its original intent, McDonald’s officials said.

The McRib Farewell Tour is rolling out in select cities in California, Kansas, Missouri, North Carolina, New Mexico, Nevada, Oklahoma, South Carolina, Texas, Virginia and West Virginia. Consumers in nearly 2,000 restaurants in 32 markets can have a final taste of the boneless pork rib patty topped with pickles, onions and barbeque sauce on a bun. The promotion runs through January, or until supplies last.

Die-hard McRib fans can log on to McRib.com for tour stops, McRib sandwich and pork trivia and photos. Consumers can also download T-shirt decals that pay homage to the McRib Sandwich and the McRib Farewell Tour.

The McRib Sandwich was first introduced at McDonald’s in 1982. McDonald’s plans to remove the sandwich from the menu following the tour, yet the QSR is giving consumers a say in the matter. Consumers can sign a petition to keep the McRib Sandwich on McDonald’s menu online at McRib.com or in select restaurants.

By mid-day Tuesday, more than 26,000 consumers signed the online petition, Save the McRib.

“This is a fun way to interact and communicate with our customers and [spark] a direct dialogue,” McDonald’s spokesperson Jennifer Smith said. “At the end of the day, our philosophy is to let our customer determine what is on our menu.”

Dallas-based Moroch & Associates handles. TV and radio spots, p.r. and online materials support.

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