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The sandwich began to lose popularity and was removed from the core menu several years later. Subsequently, the McRib has been offered as a promotional sandwich in select markets in the United States but has remained a core offering in some European countries. (McDonald's, 2006)
The limited offering has resulted in a cult-like following that is very loyal to the sandwich which makes the McRib the most profitable limited-time-offer sandwich for McDonalds.
McDonalds must make a decision about the future of the McRib. The current method of sporadic offerings is beginning to create some disenchantment in the market...
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