The McRib is going... regional. McDonald's, which has been struggling to keep up with a raft of new menu items, says the McRib won't be available nationally this year. The fast-food chain says it's leaving it up to local franchise groups to decide whether to offer the pork sandwich—a change from the past three years, when McDonald's had put the McRib on the national menu as a way to boost sales in the back half of the year. A McDonald's rep said the company had "other national priorities" this year, such as its new Mighty Wings.
She said franchises that decided to sell the McRib have had it for the past couple of weeks—major markets include Chicago, Dallas, and New York—but did not have details on how widely it would be available. McDonald's has been stepping up its pace of limited-time offers and new menu introductions over the past year. The strategy is seen as a way to keep customers interested amid intensifying competition. But the head of McDonald's US business conceded last week that the pace has been too fast and created operational issues for restaurants. The chain is also reinventing its drive-thru. (More McDonald's stories.)
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