Can Shake Shack's new sandwich challenge the McRib, one of the most celebrated menu items in fast-food history?

By Charles Passy

The McDonald's McRib has become an icon. Just ask Homer Simpson.

Shake Shack's new rib sandwich, at left, is going up against the classic McDonald's McRib.

Can anyone out-rib McDonald's?

That's perhaps the question worth asking as Shake Shack (SHAK) has introduced a pork rib sandwich - a menu item best known by the one that McDonald's (MCD) offers: the iconic McRib.

The Shake Shack version is called the BBQ Boneless Baby Back Rib Sandwich. It's billed as different from "your average rib sandwich," with ribs that have been hand-deboned, marinated in a proprietary barbecue-sauce blend with apple-cider vinegar, then slow-cooked for nine hours. The limited-time offering is also topped with barbecue sauce, coleslaw and pickles. The price? $12.99.

The McRib, also offered on a limited-time basis, is described as "seasoned boneless pork dipped in a tangy BBQ sauce, topped with slivered onions and tangy pickles." And while it resembles a mini rack of ribs, it's essentially ground pork meat shaped to look as such, according to reports. It also costs less than the new Shake Shack sandwich, with a typical price of $5.49 to $6.99, at least when it was last offered.

Regardless of what goes into the McRib or how it's priced, the sandwich has attained a status that arguably makes it the most celebrated limited-time item in fast-food history. The rare times it pops up on McDonald's menus - it's not currently available - the McRib drives significant business. McDonald's didn't respond to a MarketWatch request for comment or further information, but a Wall Street Journal report pointed to sales of more than 60 million McRib sandwiches over a three-year period.

The McRib has even been seemingly parodied in "The Simpsons." The show once referenced a fast-food item, called the Ribwich, that drives Homer to delirium. "I have eaten the ribs of God," he says.

Shake Shack officials wouldn't say their new sandwich is aimed at competing with the McRib. Rather, they said that the item is part of a broader "smoky" menu timed to barbecue season. The offerings include returning items, such as a smoky burger and chicken sandwich, plus a new side - mac and cheese. As for the sandwich, Shake Shack's executive chef, John Karangis, said in a statement that "we took inspiration from the American backyard BBQ."

Still, restaurant industry experts said it's quite likely the enormously popular McRib was on the mind of Shake Shack executives when they came up with their offering. But they also said Shake Shack isn't necessarily competing with McDonald's, because, as a fast-casual chain, it aims to distinguish itself with higher-quality ingredients - albeit at a higher price.

"This is more about bringing Shake Shack customers back" to try something new, said Izzy Kharasch, president of Hospitality Works, a Chicago-based restaurant consulting firm.

It's also worth noting that Shake Shack has a far different operating model than McDonald's, as it caters to a smaller and more select customer base that's indeed willing to spend a few extra dollars for a meal. Specifically, Shake Shack has far fewer locations in the U.S. - around 430 versus the Golden Arches' nearly 14,000. That means far fewer diners will even have an opportunity to try the Shake Shack rib sandwich.

But even if a McDonald's customer is curious and finds their way to a Shake Shack for the sandwich, Kharasch added that it's unlikely many will be won over. He said they like the McRib and don't want to pay Shake Shack prices. "They're getting everything they want in a sandwich" from McDonald's, he said.

Shake Shack isn't the first restaurant chain to offer a rib sandwich after the success of the McRib, which was first introduced in 1981 and has come back periodically. Burger King tried it more than a decade ago, but its rib sandwich hasn't returned of late. Arby's also had a version almost five years ago, but it's not on the current menu.

Arby's didn't immediately respond to a MarketWatch request for comment. A Burger King (QSR) spokesperson said, "While we don't have any plans to bring back the boneless rib sandwich at this time, Burger King is always listening to guest feedback to help inform menu innovation."

Arlene Spiegel, a New York-based restaurant consultant, said that it shouldn't come as a surprise that no chain beyond McDonald's has succeeded at rib sandwiches, and that only a few chains have even tried. For burger-centric establishments, it's difficult to add a menu item that's altogether different in terms of the cooking and even the packaging materials, she said.

"Not all of the kitchens have the equipment to put the ribs out in a consistent, high-quality way," she said.

Kharasch suspected there's another simple reason: No one wants their product to be compared with the McRib.

"Every customer will say, 'This isn't going to be as good as McDonald's,' " he said.

-Charles Passy

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04-29-26 1420ET