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Incognito QSR

Big chain restaurants provide exclusivity through secret menu items

Implications - The rise of foodie culture is fueled mostly by a youth generation of big-brand skeptics, which could put big-brand QSRs in a compromising position. Some of these brands have found a way to provide exclusivity to the modern foodie with secret menus. These menus replace fine dining experiences and exclusive ingredients with cultural capital through limited advertising and a call to those who are "in the know."
Workshop Question - How can your brand strategically limit product availability or advertising to communicate exclusivity?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 53 Examples:
81,286 Total Clicks
Date Range:
Feb 16 — Apr 18
Trending:
Warm
Consumer Insight Topics:

Featured Examples

Secret Celebratory Burgers
Secret Celebratory Burgers
A foodora Burger's Priest Pop-Up Hit Toronto, Montreal and Vancouver
The foodora Burger’s Priest pop-up was a clever way for the global food delivery service to pay tribute to Canada’s milestone 150th birthday and #BurgerMonth in the three Canadian cities... MORE
Silly Secret Menus
Silly Secret Menus
The Cartoon Carte du Jour Highlights Some Surprisingly Strange Take-Out Meals
It is typically the smaller mom and pop restaurants that have secret menu items for their beloved regulars, but here, two guys imagine what dishes you could order from some of the most successful... MORE
Secret Breakfast Tacos
Secret Breakfast Tacos
The A.M. Crunchbowl Offers a Menu Hack Features a Cheesy Egg Dish
Secret meals and menu hacks are popular at many celebrated fast food chains that allow consumers that know the names of special items order them without them necessarily being listed on the menu.... MORE
Fantasy-Themed Coffees
Fantasy-Themed Coffees
Starbucks Has a Secret Harry Potter Menu for Fans of the Series
Starbucks released two items from a secret Harry Potter menu, including a Butterbeer Frappuccino and a Butterbeer Latte. These two drinks have been a part of a secret menu only few knew about for... MORE
Patriotic Anniversary Burgers
Patriotic Anniversary Burgers
The 'Confederation Burger' from Burger's Priest Honors Canada 150
The Burger’s Priest, a cheeseburger restaurant that’s known for its custom blend of fresh premium beef and its sky-high menu items, is celebrating Canada 150 by offering its ‘... MORE
play_circle_filled Secret Convenience Store Menus
Secret Convenience Store Menus
Wawa's Touchscreen Ordering Kiosk Hides a Secret Drink Menu
Most people who use the touchscreen ordering kiosks at American convenience store chain Wawa will see plenty of food and beverage items to choose from—but there is also a secret drink menu hidden... MORE

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