There are many restaurants that have adopted the now-famous strategy of In-n-Out Burger’s “secret” menu. Customers love the idea that they are “in the know” and have access to food items that other paying customers may not be aware of. The idea behind the secret menu is that it creates a sense of exclusivity despite the fact that just about everyone knows all of the available items on the so-called secret menu.
Whether restaurants use secret passwords or codenames for special orders, the secret menu is a major draw for consumers. To many people, knowing the secret menu makes them feels like a member of a secret society, and this makes the restaurant seem incredibly unique. This is a difficult feat to accomplish, but even standard steakhouses are able to create a devoted following simply by offering items that they do not clearly advertise – at least through traditional channels.
In many cases, the secret menu items are nothing more than standard menu items equipped with extras that are regularly available to customers upon request. Most restaurants allow customers to makes such requests, but wrapping these requests in a layer of secrecy is simply more appealing for customers looking for a different kind of dining experience.
There is also the fact that being in on the secret menu gives people something to share. People want to share their experiences with others, which is why you see so many Occidental Vacation Club reviews posted so frequently. A secret menu therefore becomes a gift that can be given to others and a shared experience that many accept as unique.
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