Texas-based Mexican restaurant chain Velvet Taco has announced that it will be adding "secret menu" items to its recently launched loyalty app, 'The Velvet Room.'
Now, The Velvet Room members will be able to order six items from the 'The Backdoor Secret Menu,' including the chain's popular 'Hangover Burger' and 'Nashville Hot Chicken' dishes. For those unfamiliar, the brand's famous 'Hangover Burger' features a beef patty topped with an egg, chili mayo, ranchero salsa, and pepper jack cheese.
Overall, the decision to expand its loyalty app offerings represents the brand's push to encourage its customers to order directly via the Velvet Taco-owned app rather than third-party services like Uber Eats. All six items will be offered as The Velvet Room exclusives, meaning customers will not able to order these dishes from other third-party apps.
Mexican Chain Secret Menus
Velvet Taco Adds 'Backdoor Secret Menu' to Its Loyalty App
Trend Themes
1. Secret Menus - Restaurants are adding secret menu options to loyalty apps to promote direct ordering and incentivize customer loyalty.
2. Loyalty Apps - Restaurant chains are using loyalty apps to offer exclusive menu items, increasing customer engagement and promoting brand loyalty.
3. Direct Ordering - By promoting direct ordering via loyalty apps, restaurants can improve profit margins and reduce reliance on third-party delivery services.
Industry Implications
1. Fast Casual Restaurants - Fast casual restaurants are adopting loyalty apps and secret menus to differentiate themselves from competitors and incentivize customer loyalty.
2. Mobile App Development - The increasing trend of loyalty apps with exclusive menu options presents a growing market for mobile app developers in the restaurant industry.
3. Food Delivery Services - As restaurants promote direct ordering via loyalty apps, food delivery services may need to adapt in order to remain competitive and keep their customer base.