http://www.google.com/search?aq=f&hl=en&gl=us&tbm=nws&btnmeta_news_search=1&q=mcrib Historically Bullish markets start after the announcement of the McRib. Options market makers are pricing in the bullish sentiment by lowering the IV on the S&P and IWM options. Markets up 1.2% as of the announcement today.
Looks like the McRib call was a good one. Stocks on Track for Best Month in 37 Years as Traders Watch Data on Consumer http://www.cnbc.com/id/45070074
This should send MCD to about $125 a share by the end of the year. Again I have no clue who eats this food, but I guess people do, if MCD relied on people like me to eat their food the stock price would be trading probably in the low single digits, I think the last time I ate there was about a year ago and it was just one single big mac.