Category
Lifestyle
Assisted Choices
Trend cluster
Category
Incognito
QSR
Big chain restaurants provide exclusivity through secret menu items.
4.7
Trend score
Trend
What is the Incognito QSR trend?
Incognito QSR: 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."
Trend themes
Themes within the Incognito QSR trend
Three behaviours holding the trend together01
Secret Menus
Secret menu items give foodies a sense of elite inclusion to the brand's altered and unconventional food dishes.
02
Personalization
Consumers desire a more personalized experience, as demonstrated by the popular trend of menu hacks and secret menu items.
03
Immersive Marketing
Businesses can use immersive marketing to create hype and excitement around limited edition menu items, such as the foodora Burger's Priest pop-up event.
Industry implications
What the Incognito QSR trend means for industry
Where the trend changes the playbookFor
Food & Beverage
Trends in secret menus and menu hacks are particularly relevant for businesses in the food and beverage industry.
For
Retail
The trend of personalized experiences is applicable across a variety of retail industries, from fast food chains to convenience stores.
For
Marketing
Business professionals in the marketing industry can draw from the trend of immersive marketing to create exciting and engaging campaigns for their clients.
Workshop question
How can your brand strategically limit product availability or advertising to communicate exclusivity?
Trend signals
Trend signals for Incognito QSR
Trend score 4.7 out of 10, from popularity 77%, activity 58%, freshness 8%.
Popularity77%
Activity58%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial (not a primary audience)
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Incognito QSR trend
6 featured examples from Feb 7, 2016 to Apr 13, 2018CategoryMarketing
Secret Celebratory Burgers
A foodora Burger's Priest Pop-Up Hit Toronto, Montreal and Vancouver
Food delivery services like foodora are disrupting the traditional restaurant industry by offering unique experiences and limited edition offerings.
CategoryLifestyle
Silly Secret Menus
The Cartoon Carte du Jour Highlights Some Surprisingly Strange Take-Out Meals
Fast food chains can benefit from introducing customized secret menu options to create a unique experience for their customers.
CategoryLifestyle
Secret Breakfast Tacos
The A.M. Crunchbowl Offers a Menu Hack Features a Cheesy Egg Dish
Fast-food companies can create secret menu items and menu hacks to cater to foodies and create excitement around their brand.
CategoryLifestyle
Fantasy-Themed Coffees
Starbucks Has a Secret Harry Potter Menu for Fans of the Series
Restaurants can explore the idea of secret menu items to enhance customer experience and generate buzz around their brand.
CategoryLifestyle
Patriotic Anniversary Burgers
The 'Confederation Burger' from Burger's Priest Honors Canada 150
Opportunities for restaurants to create limited edition or customizable menu items to attract customers and create buzz.
CategoryBusiness
Secret Convenience Store Menus
Wawa's Touchscreen Ordering Kiosk Hides a Secret Drink Menu
The introduction of hidden menus can revolutionize the dining experience in restaurants, cafes, and fast-food chains, offering customers a secret selection of dishes.
