Branding Secrecy

Food brands unveil new offerings in a multi-step process

Implications - As food continues to be a pillar of modern-day personal branding, many restaurant and food companies are opting for secretive marketing campaigns that "unveil" new offerings and experiences through a step-by-step process. Beyond exclusivity, the secrecy surrounding these marketing efforts indicate that consumers prefer a narrative approach to branding that keeps them feeling involved in a brand's evolution.
SCORE 5.8
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74,300 Total Clicks
Nov 15 - May 16
Warm
Featured Examples
Secret Fast Food Fares - Chick-Fil-A Offers a Decadent Array of Secret Meals in NYC
SCORE 6.7
Warm 966 Clicks Pub: Nov 10, 15
Secret Fast Food Fares
Chick-Fil-A Offers a Decadent Array of Secret Meals in NYC
Eatery chain Chick-Fil-A recently opened up a location in NYC that offers an exclusive secret fast food menu if eaters know what to ask for. The menu is filled with a variety of meals that are... [More]
Multi-Dimensional Dining Experiences - The 'Chambers of Flavour' Events are Packed with Suprises
SCORE 6.8
Warm 10,462 Clicks Pub: Jan 12, 16
Multi-Dimensional Dining Experiences
The 'Chambers of Flavour' Events are Packed with Suprises
‘Gingerline’ recently launched a pop-up dining experience called ‘Chambers of Flavour.’ While the concept of pop-up restaurants is nothing new, this particular event combines... [More]
Mysterious Taco Promotions - This Chain is Letting Fans Pre-Order Its New Secret New Dish
SCORE 4.7
Average 737 Clicks Pub: Feb 2, 16
Mysterious Taco Promotions
This Chain is Letting Fans Pre-Order Its New Secret New Dish
Following the launch of a mysterious new Super Bowl promotion on January 7th, Taco Bell is now giving fans the chance to pre-order its secret new dish. While clues are still limited, loyal Taco Bell... [More]
Beer-Infused Pizza Crusts - This Chain is Bringing Beer and Pizza Together in a Unique Way
SCORE 4.1
Average 690 Clicks Pub: May 18, 16
Beer-Infused Pizza Crusts
This Chain is Bringing Beer and Pizza Together in a Unique Way
A Pizza Hut in the UK is making headlines for testing out a new beer-infused pizza. While the popular pizza chain has never been afraid of stuffing its crust with unusual toppings, now it is upping... [More]
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