McDonald's McRib . . . It's back!

That's right, it's back . . . McDonald's McRib sandwich returned to restaurants nationwide today.

Historically, it was up to the local franchises to decide if/when they wanted to sell the McRib – except in Germany where interestingly enough it's nearly always available.  However, the last few years McDonald's began running the McRib as a national promotion to great success and has decided to duplicate the event again this year.

Given its cult-like following and the amount of consumer excitement generated every time the McRib is re-released, some people might wonder why McDonald's doesn't just make it available on an everyday basis.

Despite its fanfare, the reality is that the sandwich does not actually sell at a fast enough velocity to justify everyday distribution.  In fact, this year's release date was originally targeted to be October 22, but McDonald's decided to delay the release due to unseasonably warm weather earlier in the fall.  That's right, McRib lovers can blame global warming for the delay.  As it turns out, McDonald's research indicates the McRib sandwich performs best in colder weather and specifically around the holidays, when evidently the appetite for pork is at its highest.

To it's credit, McDonald's has smartly realized it can use the McRib as a limited time only offer to drive traffic.  What began as a small promotion has actually turned into a brilliant marketing strategy where McDonald's effectively creates scarcity to drum up consumer demand and play to consumers' obsession for the sandwich.

And it works!  The proof is in the sandwich as well as in McRib's strong social media following on Facebook, Twitter, and even a consumer created unofficial McRib Locator website, which attempts to identify "possible" sightings of the McRib at McDonald's.