Artificial Scarcity Leads One McRib Fan To Help Others

People are passionate about McDonald’s McRib sandwich.

The fact that the sandwich is not available at all McDonald’s locations nationwide simply feeds this hunger for the chain’s pork sandwich, which comes with pickles, onions and barbecue sauce and is shaped in an unusual patty, made to look as though there are bones inside.

According to Entrepreneur., one big fan of the sandwich, Alan Klein, turned his passion for McRib into an interesting side-project.

McRib Locator, a website and Android app that tracks where the sandwich is available has already charted around 1,500 sightings, with 300 confirmations this year (confirmed by users emailing Klein a photo of their receipt).

This is the kind of naturally occurring consumer advocacy and consumer generated media that CMOs dream about at night.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.