"It seems that the offer of a cheap burger, combined with what will inevitably become a collectible toy, has driven customers into a frenzy, with orders coming in faster than restaurants can serve them. “The most difficult aspect of this promo for the crew is the sheer volume of these meals that we are selling,” one worker told Kotaku via Reddit DMs. “Most stores I have seen have sold out of either the special boxes, Big Mac buns, or toys. Some places it’s more than one of these.”
This is an exhaustingly predictable pattern. 1) Company does quirky thing. 2) Company intentionally understocks the thing they're selling, 3) company gets two huge free rounds of press for their trouble. This isn't even the first time McDonald's has done it - so I don't for one fucking second believe that they understocked by accident.
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Yeah that whole incident was terrible for the Rick and Morty fandom, but a huge win for McDonald's. Imagine how many thousands of people around the country showed up, waited in line, and bought something else even though they had run out of sauce - and how many thousands more ended up going to McDonald's in the following weeks because people were all talking about it.