# Incognito QSR Big chain restaurants provide exclusivity through secret menu items. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Feb 6, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/incognito-qsr ## Key Figures - Trend score: 4.7/10 - Evidence articles: 6 ## 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." ## At a Glance - Evidence: 6 featured examples - Articles from: Feb 7, 2016 to Apr 13, 2018 - Published: Feb 6, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: North America ## Themes within the Incognito QSR trend ### Secret Menus Secret menu items give foodies a sense of elite inclusion to the brand's altered and unconventional food dishes. ### Personalization Consumers desire a more personalized experience, as demonstrated by the popular trend of menu hacks and secret menu items. ### 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. ## What the Incognito QSR trend means for industry ### For 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 for Incognito QSR Trend score 4.7 out of 10, from popularity 77%, activity 58%, freshness 8%. - Popularity: 77% - Activity: 58% - Freshness: 8% ## Examples of the Incognito QSR trend 6 featured examples from Feb 7, 2016 to Apr 13, 2018. - [Secret Celebratory Burgers](https://www.trendhunter.com/trends/foodora-burgers-priest-popup): A foodora Burger's Priest Pop-Up Hit Toronto, Montreal and Vancouver (Category: Marketing) Implication: Food delivery services like foodora are disrupting the traditional restaurant industry by offering unique experiences and limited edition offerings. - [Silly Secret Menus](https://www.trendhunter.com/trends/secret-menu): The Cartoon Carte du Jour Highlights Some Surprisingly Strange Take-Out Meals (Category: Lifestyle) Implication: Fast food chains can benefit from introducing customized secret menu options to create a unique experience for their customers. - [Secret Breakfast Tacos](https://www.trendhunter.com/trends/menu-hack): The A.M. Crunchbowl Offers a Menu Hack Features a Cheesy Egg Dish (Category: Lifestyle) Implication: Fast-food companies can create secret menu items and menu hacks to cater to foodies and create excitement around their brand. - [Fantasy-Themed Coffees](https://www.trendhunter.com/trends/secret-harry-potter-menu): Starbucks Has a Secret Harry Potter Menu for Fans of the Series (Category: Lifestyle) Implication: Restaurants can explore the idea of secret menu items to enhance customer experience and generate buzz around their brand. - [Patriotic Anniversary Burgers](https://www.trendhunter.com/trends/confederation-burger): The 'Confederation Burger' from Burger's Priest Honors Canada 150 (Category: Lifestyle) Implication: Opportunities for restaurants to create limited edition or customizable menu items to attract customers and create buzz. - [Secret Convenience Store Menus](https://www.trendhunter.com/trends/secret-drink-menu): Wawa's Touchscreen Ordering Kiosk Hides a Secret Drink Menu (Category: Business) Implication: The introduction of hidden menus can revolutionize the dining experience in restaurants, cafes, and fast-food chains, offering customers a secret selection of dishes. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)