McDonald's eyes the McRib for December

The annual sandwich, which has a loyal fan base, usually appears on the chain's menus in October. This time, however, the company may delay the debut to juice holiday business.

By Kim Peterson Sep 17, 2012 3:42PM
All you McRib fans will have to wait a little longer this year.

McDonald's (MCD) is delaying the debut of the meaty treat this year to bump up its December sales numbers, according to a memo obtained by Advertising Age. Normally, McDonald's starts selling the sandwich in a short window from October to early November.

The company was originally scheduled to fire up the McRib marketing from Oct. 22 through Nov. 11, according to a memo to a national advertising fund for McDonald's operators, Ad Age reports.

The McRib is a big deal to some McDonald's fans. And the company hopes that by turning the McRib spotlight to December, it will be able to reproduce the stellar sales numbers it hit in December 2011.

The weather last December was unseasonably mild, which helped McDonald's boost its sales 9.8%, Ad Age reports. McDonald's is under pressure to beat its numbers, particularly after a year in which sales have been sluggish in many parts of the world. McDonald's wouldn't comment on its plans to Ad Age.

McDonald's shares topped $101 in the early part of the year but have since plunged 9% to $91.97 Monday.

"There must be great concern at McDonald's home office over winter-sales challenges, because it's very unusual to make changes to the marketing plan only a few months before the fourth quarter, the most important quarter on the calendar," restaurant consultant Richard Adams told Ad Age.

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Tags: MCD
106Comments
Sep 17, 2012 4:05PM
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Well Burger King better jump on this one cause I want a rib sandwich in October
Sep 17, 2012 5:28PM
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McProfit strikes again.  Why don't the ****es leave it on the menu year round if it's such a hot seller. 
Sep 17, 2012 5:35PM
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That's just wrong making us wait for the McRib until December,  
Sep 17, 2012 5:13PM
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They should come out with the 'Hope and Change' sandwich. Two slices of dark bread with nothing but an invoice inside for the person that actually got some meat.
Sep 17, 2012 7:49PM
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I don't care if it has brake fluid in it, bring on the awesome McRib
Sep 17, 2012 5:44PM
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over the years, youll have really started to suck big time, when I was a kid, I loved the big macs, they were big at  a buck 50, now they shrunk and cost twice as much.
Sep 17, 2012 6:50PM
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I'm thinking special discount for our Muslim brothers and introduce them to ...the dark side.
Sep 17, 2012 6:18PM
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Why not Oct. thru Dec. 31?  That should boost sales figures.
Sep 17, 2012 6:10PM
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They should open a Mcdonalds in Libya , and sell these Mcrib sangiches there..
Sep 17, 2012 5:22PM
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One of the things Germany has over the USA is they're smart enough to keep the McRib on the menu year round.  Yes, that's right, 365 days a year.  Of course the national fast food is a concoction called Curry-Wurst, which is a sliced sausage, usually on top of fries, with curry sauce poured over it.  It was much tastier than it sounds, kind of like the German version of the Canadian Poutine. 
Sep 18, 2012 10:46AM
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I don't care what mystery meat it is, it tastes great!  I wish they had it on their menu all year long.  It's the best!
Sep 17, 2012 6:31PM
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I say bring back the Mc Steak, now that was a sandwich!!
Sep 17, 2012 5:25PM
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McDonald's isn't throwing a Hail Mary - it's a Hail McMary. Get it right.
Sep 17, 2012 7:33PM
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you get barbecue sauce and onion on a bun with a picture of a rib.

 

Sep 17, 2012 10:17PM
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The reason Mc D's doesn't sell Mc Ribb's all the time is because the Chinese have a limited supply of pig lips and sphincters to grind up.
Sep 17, 2012 6:32PM
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I worked at McDonalds when I was a teenager and back then they had a McMelt. That was the best sandwich ever made. They made the regular Quarter Pounder bun with rye , used a Quarter Pounder burger and a cheese spread with onions in the spread. Yum I wish they would bring that back. We also made an off menu item , a grilled cheese sandwich. We took two regular hamburger buns , coated them on the inside with butter from the breakfast shift then inverted them in the bun toaster with 4 slices of cheese in between and melted the cheese. Yum that was good too.    
Sep 17, 2012 5:04PM
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The cheddar melt wouldbe good too :)
Sep 17, 2012 6:01PM
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The only thing that is going to save Xmas, is to get that Idiot out of my White House!
Sep 18, 2012 11:39AM
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The McRib That Saved Christmas. Why am I imagining this as a TV special with animated wooden dolls?
Sep 18, 2012 2:28AM
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You'd think for Christmas it would be simulated Mcturkey sangich
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