It Drives Online OrdersĪ secret menu item offered exclusively in an app, or a website will drive online sales, which in the current circumstance, is the ideal place for doing business.īrick and mortar restaurants have limited space, limited seating capacity or have been advised to pause operations as part of the pandemic restrictions. This is a great integration for your app loyalty program. Simply said, you can offer a unique customer experience that other online industries like affiliate marketing or FBA services (selling on Amazon) can only dream about. Secret menu items give them that and keep them coming back for more, knowing the restaurant treats them a little more special. When they become loyal, a secret menu item can be a perk you can offer them to keep the relationship.Ĭustomers thrive on a sense of adventure they want a sprinkle of excitement with their purchase experience. If you treat your customers as regulars, they become loyal. Customers want to feel they’re a “regular” in your restaurant because a regular gets treated special and gets their hands on exclusive perks. You’ll be more likely to check out a food item if a friend vouches for it and even adds that not everybody knows about it, keeping the “special feel” in the story. This type of marketing gets peer recommendation and social proof in the picture, critical factors in scaling a business. You see, word-of-mouth marketing never lost its power. Hearing about good food from a stranger online is one thing, but hearing it from someone you know is a different story with a towering outcome that benefits you. What’s the Point of Implementing a Secret Menu? It Starts a Whisper Campaign So they tried doing it with excellent results. These concoctions were spread by word-of-mouth, and soon restaurants realized it’s an interesting marketing ploy. It started with customers trying to devise weird mixes from classic menu items for fun. Ironically, secret menus are not created by food entrepreneurs. It’s a stirring marketing tactic (yes, pun intended) that thrills people to order, knowing they’re in for something most people don’t know about.īest of all, it’s a low-cost strategy to generate buzz for your food business online. If the secret menu food or drink hits the spot, it makes regulars bring friends over, creating a wider circle of the secret-knowers. Hence secret menus are a clever way to drive buzz and customers. Just by telling you about the Cold Buster drink, don’t you feel that you’re subtly part of a secret club for Starbucks’ drink lovers?įunny enough, what’s meant to be a secret is exciting to share. It’s not on the menu, but it’s something you can order if you know they concoct a drink like that. It’s like Starbucks’ steamed lemonade infused with either peach tranquility herbal tea or jade citrus mint tea, which they refer to as Cold Buster. It aims to build customer loyalty by making them feel in the loop about something special or secret. Secret menus are customized private plates and drinks made to engender exclusivity for the regulars. The name gives it away it’s a food you won’t see listed on a menu for the public to order. Let’s zest out some cool secret menu ideas! What Is a Secret Menu?Ī secret menu is an unadvertised dish or drink of a food establishment. By the time you’re done reading this, you’ll get an excellent idea of what is a secret menu and how to take advantage of one. This post will answer all those questions. So what does a secret menu consist of? What are its benefits? How does it work, and how can you make one for your business? If you’re looking for an effective restaurant growth strategy, this is a new addition to the list. It gets them the thrill of exclusivity, taking advantage of the ever-rising social value of being “in the know.”Īs restaurants and other food industry-related businesses like food ERP systems compete in the online space, secret menus are making a massive emergence in digital platforms. But what is a secret menu? A clever marketing tactic that makes customers feel like they are part of an insider club. That’s because these concoctions are part of secret menus. Mouth-watering right? But why wasn’t it in the menu the last time you checked? Or how about In-N-Out’s animal-style burger? The monstrous burger with mustard-cooked beef patty layered with tomato, grilled onions, lettuce, pickles, and drizzled with the restaurant’s closely guarded sauce formula. Have you heard about Chipotle’s Burritodilla? It’s a slimmer version of Quesarito, shaped like a quesadilla with two tortillas filled with cheese and toppings.
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