On Friday the 20th of September, McDonalds fans across the UK received an email that would later become a major point of conversation. The email appeared to be sent out by mistake to people who had signed up for the McDonald’s marketing emails for new promotions but what made this email different to previous ones was the content of it. The email was simply titled “McRib_Test.email” and featured an image that linked to a 404 page on the McDonald’s website with the image being simply titled “McRib_Image_Final_Final_16.10.24.jpg”. This has led fans to believe the beloved limited time item might be making a return to British shores.
The McRib made its UK debut in 1981, not long after it was introduced in the United States. McDonald’s hoped that the sandwich, featuring a boneless pork patty moulded to look like ribs, would be a hit in the UK as it had been in select markets in the U.S. However, it failed to resonate with British consumers, possibly due to differing tastes and unfamiliarity with barbecue flavours that weren't as widespread in the UK at the time.
By 1985, the McRib was quietly pulled from UK menus due to low demand, marking the end of its initial run. While it vanished in the UK, its cult following in the U.S. began to grow, slowly turning the sandwich into a beloved (and missed) item, known for its scarcity
After three decades of absence, the McRib made a brief but celebrated return to the UK in 2015. This limited-time promotion lasted only five weeks, during which die-hard fans and curious newcomers flocked to McDonald’s to try the fabled sandwich. Its return was part of a global McDonald’s strategy to generate excitement by reintroducing popular discontinued items for short periods.
But why is the McRib so elusive in the UK compared to America where it routinely reappears? Well it's not just a clever marketing plot, it turns out its a logistical issue. The primary reason McDonald’s UK has limited the McRib’s availability is tied to how their kitchens are set up. The McRib patty is made from pork, and McDonald’s UK restaurants generally lack the grill capacity to cook pork and beef products at the same time. Since McDonald’s typically prioritises beef burgers, offering the McRib on a permanent basis would require significant changes to their cooking processes.
Maybe McDonald’s have found a solution to this issue which could be why the item is rumoured to reappear in October or maybe this was just a way to generate buzz and get people talking and thinking about McDonalds again after the company has had a slump in profits in 2024.
