McDonald’s is once again leaning into nostalgia with a “Farewell Tour” for the McRib. In a carefully worded announcement, the Gen Z and Millennial fast food-favorite let cult fans of the limited menu item know, “Like any true farewell tour, we’re hoping this isn’t a ‘goodbye’ but a ‘see you later,’…Because as our McRib stans have experienced time and time again: you never know when — or if — the McRib is coming back.” The McRib “Farewell Tour” will include a “greatest hits merchandise line featuring art, clothing and memorabilia inspired by the sandwich’s history” and standout moments from the sandwich’s lifetime will be featured on McDonald’s website, “like the rollout of the McRib Jr. in 2003 and a fan-created McRib Locator from 2008 that tracked where the meal was available.” Basically, the franchise wants to keep the hype around the phrase “The McRib is back” and all the memes and social media engagement that comes along with that—and they can’t do that if it remains a regular or even seasonal item. (Marketing Dive)
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