How Artificial Scarcity Turned the McRib Into an Icon

For the first time in eight years, McDonald’s will release the McRib on a national scale. The sandwich has been cycled in and out of the restaurants for nearly four decades now. It’s gotten to the point where the McRib has a bit of a cult following, and every time it pops up on menus people gobble up the sandwich.

Then, it’s gone. It seems McDonald’s releases the McRib only to pull it from the menu quickly after its arrival. If history tells us anything, the McRib really isn’t that good, nor is it inherently popular.