Notice: the entire contents of this post are open-source and copylefted, meaning anyone can use the concepts for any reason.

They can always come up with a different 'gimmick'

The mcRIB will bring people to mcdonalds who haven't been in decades. I always miss the mcRib and I don't like it just showing up for a month. That month is always the month I'm doing other things.

Make the mcRib permanent

And then come up with a new special thing

like the MCBRISKET, which is a brisket sandwich that rivals BUCC'EES and QT's

QTs is really very good, bucceees is a big one and its expensive. Also: it's at buccees which aren't everywhere.

McBRISKET (smoked beef), McBBQ (smoked pulled pork), McGyro, McKebab / McDoner (Doner sandwich), McQuito (Beef taquito)

Mcb-dog / McSnausage -- bagel dog ft' Gyulai Kolbász -- hungarian smoked sausage spiral cut and embedded into a bagel

There's lots they can do, but the first thing is make McRib permanent