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MANILA, Philippines – You browse through a menu and a cool new dish catches your eye and tickles your fancy. Next to it are the words “available for a limited time only”. Sound familiar?
Menus are considered to be a restaurant’s silent advertiser. A lot of thought and effort goes into designing a menu, from the beautiful pictures of the food down to the layout and color scheme. After all, it’s the only thing that’s guaranteed to be read by customers.
While the ‘limited time only’ slogan might appear to just be stating the obvious, there is a rationale behind selling food items for a particular period of time only.
Don’t call it a comeback
Last month, McDonald’s launched their latest offering to Filipino customers in the form of the McRib. While the pork sandwich is a new addition to the local menu, the product has carved quite a history for itself as a McDonald’s classic.
The McRib was first introduced to the world in 1982. It was removed from menus in 1985 but was reintroduced later on in the 1990’s. McDonald’s later launched what would become the first of several McRib farewell tours in 2005. Since then, it has been available from time to time in different locations worldwide.
The idea of selling items for a limited time is nothing new for McDo. It’s a formula that has worked wonders for another fan favorite, the Twister Fries. So what makes the McRib so special?
Try asking one of its devoted fans. The McRib has amassed such a following that online petitions to make the sandwich a permanent staple are all over the Internet. The McRib Locator, an unofficial US website, is designed to help devotees find the nearest branch that stocks their favorite sandwich.
The McRib fixation is at a fever pitch for some of its more devoted fans. Ryan Dixon from Burbank, California once embarked on a 10-hour interstate road trip just to get his hands on one.
“It has a ghostly quality,” Mr. Dixon said “You don’t know when it will appear. It’s the girl who you are in love with who has always been a tease to you.”
Don’t miss out
It’s amazing to think that a sandwich that’s only offered in short spurts can capture the collective imagination of the dining public. Such is the widespread appeal of the McRib that when news of its release hit the Philippines, even politicians got curious. Studies show that it is this very elusiveness that creates the allure in our minds.
The book Social Psychology Alive identifies this as the “scarcity technique”. The text points to scarcity as a quality that sells products. The limited availability of an item presents an added incentive for the customer to purchase it because there is a chance that they might miss out.
It’s a win-win for all involved. For customers, a new menu item presents a chance to sample something different from an old favorite. For restaurant owners, the limited offering is a great way to keep tabs on their consumers’ evolving preferences and creates desirability within their customers to try a new dish.
The nature of limited offerings also enhances this desirability over time. As a new flavor is tasted and enjoyed, the sensation of enjoyment becomes embedded in the senses and in the brain. This results in a craving for the limited food item which can only be satisfied whenever it’s available. As such, the cravings result in a market demand from customers.
Naturally, this marketing strategy only works if the product is of a high standard. History has shown that a highly-promoted but badly-received product can be damaging to a company’s reputation. In the case of the McRib, its repeated revivals are a good indication of its value to both McDonald’s and its customers.
The pork-based sandwich adds variety to a mostly beef and chicken-stacked menu. And since Filipinos have ample love for pork, the McRib’s sweet and tangy sauce coupled with a tender pork patty is a fitting alternative to the standard McDonald’s fare.
Change is good
Certain things in life are only ever meant to be fleeting. Limited menu offerings provide us with a new and different taste that enrich our palettes and educate our minds on a new experience.
Life is short, and so is the lifespan of a limited menu item. Don’t miss out and try something new while you still can. – Rappler.com
Sources:
http://www.theatlantic.com/health/archive/2010/10/the-cult-of-the-elusive-mcdonalds-mcrib/64505/
http://www.wsj.com/articles/SB10001424052748704696304575538373863627604
http://www.businessinsider.com/amazing-facts-about-the-mcdonalds-mcrib-2012-12?op=1
http://www.theatlantic.com/technology/archive/2013/11/the-mcrib-enjoy-your-symptom/281413/
http://www.marketplace.org/topics/business/food-and-drink/does-mcdonalds-have-too-many-items-menu
http://www.webcitation.org/639VsirNy
http://www.imus.com/rob-bartlett/2010/10/18/from-the-green-room-the-return-of-the-mcrib.html
http://www.annualreviews.org/doi/abs/10.1146/annurev.nutr.24.012003.132140
http://www.welltravelled.co.uk/psychology-menu-design/
https://books.google.com.ph/books/about/Social_Psychology_Alive.html?id=-7d0W4li-sYC&hl=en
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