McDonald’s Corp. /zigman2/quotes/203508018/composite MCD +2.59% said Thursday that it’s bringing back its popular McRib sandwich for a limited time, starting Nov. 1.
The sandwich, made with boneless pork, barbecue sauce, onions and dill pickles, launched in Kansas City, Kansas in 1981 and has since gained popularity — thanks, in part, to the internet.
“The hype around its annual return even gave birth to the phrase ‘McRib Season,” according to the fast-food giant.
The return of the McRib is the latest menu announcement from McDonald’s, which has lately mined its own menu and past limited-time offers to generate buzz and sales.
The company’s My Famous Orders program has paired McDonald’s with big names across music, including Travis Scott and BTS, who have created special meals comprised of items like the Big Mac and Chicken McNuggets.
Saweetie was the most recent celebrity to participate in the program.
Other fast-food chains, like Jack In the Box /zigman2/quotes/206571438/composite JACK -4.11% with Jason Derulo and Yum Brands Inc.’s /zigman2/quotes/209029767/composite YUM +3.24% Taco Bell with Lil Nas X , have followed suit with their own celebrity partnerships.
McDonald’s stock is up 12.9% for the year to date while the Dow Jones Industrial Average /zigman2/quotes/210598065/realtime DJIA +1.87% has gained 11.4% for the period.