McDonald’s has set an official return date for the McRib.
When Will The McRib Return?
McDonald’s announced last week that the McRib will be back on the menu of participating McDonald’s locations across the United States starting December 3rd. But like its previous comeback, the fan-favorite saucy sandwich will only be available while supplies last.
For first-timers, the McRib is a sandwich featuring a boneless pork patty, shaped like a rack of ribs and smothered in barbecue sauce then placed on a homestyle bun. Price varies by location.
While the McRib won’t be around forever, McDonald’s is making sure that the sandwich’s highly anticipated return will leave a lasting mark. For the first time, McDonald’s is giving fans a chance to savor the McRib’s signature flavor with the all-new A Whole Lotta McRib Sauce, a half-gallon jug of the iconic McRib sauce – perfect for holiday parties, festive recipes, or the ultimate stocking stuffer for McRib lovers.
A Whole Lotta McRib Sauce will be exclusively available online at www.wholelottamcribsauce.com at $19.99 starting November 25th at 10 a.m. ET, while supplies last.
McDonald’s will also release a holiday jingle to promote the return of the McRib. You can preview the jingle in the video teaser below:
Why Isn’t the McRib Available Year-Round?
The McRib’s elusive availability is no accident—it’s a deliberate strategy. Experts suggest that limited-time offerings like the McRib aren’t just about supply; they’re designed to build excitement, boost profits, and revitalize brand perception.
Seasonal items like the McRib create a sense of urgency and nostalgia among fans. Michael Della Penna, Chief Strategy Officer at measurement platform InMarket, explained to CNN, “Bringing back old favorites like the McRib is one of the tools that they use to drive interest and demand. It gets people excited about visiting. It gets people nostalgic when they remember the product and want to try it again.”
David Henkes, a senior principal at Technomic, added that temporary availability is often more profitable than year-round sales. “If it was something that was on the menu year-round, I think it would be one of those products that would probably be toward the lower end of McDonald’s menu items,” he said.
Unlike seasonal items like the Shamrock Shake, the McRib’s return is unpredictable. Its surprise appearances heighten the urgency to buy. As Henkes explained, “It creates this sense of urgency that you have to get it now because you don’t know when it’s coming back. You don’t know if it’s coming back.”
The McRib’s cult following has only amplified its allure. Dedicated Facebook groups, Reddit forums, and even tracking websites exist solely to locate the sandwich worldwide. Its popularity has led McDonald’s to include the question, “Why isn’t the McRib sold year-round?” on its FAQ page, where the chain replies, “We like to change up our menu throughout the year by offering some limited-time only items.”
According to marketing experts, the McRib also serves another purpose: refreshing McDonald’s image after negative press. Henkes noted that reintroducing fan favorites like the McRib helps McDonald’s shift public focus to something positive, especially after incidents like food safety issues. It’s a way to reset and re-engage customers.
Ultimately, the McRib exemplifies how a strategic mix of scarcity, nostalgia, and surprise can transform a simple sandwich into a marketing phenomenon. “To energize their fan base, McDonald’s creates products that become legendary. The McRib is one of them—it’s a legend in its own time,” said Stephen Zagor, an adjunct assistant professor at Columbia Business School specializing in restaurants and food enterprises.