Window of Opportunity
McDonald’s has a great reach just because of their position, but the principle behind their seasonal burgers can benefit other businesses, too.
With a limited-time offer, they made their customers engage with the brand while with Farewell Tours, they brought them even closer – to become activists and tell whether McRib should stay or go. That on its own had a viral potential.
Once the tactic proved to be successful, consistency made the offer go viral each year, and each year stronger. Having a scarce product that customers will love and can share with their friends has a huge potential for growth
The case study shows that seasonal products build their popularity around the scarcity principle. McDonald’s has mastered this technique alongside other big companies (Starbucks and their Pumpkin Spice Latte). The biggest opportunity lies in addressing new demographics, which McDonald’s has already started doing by attempting to interest the NFT community with McRib. It is also possible that new variations of the sandwich (such as it is done in Poland) may attract more people to McDonald’s.