# Secret Menu App Expansions Off The Menu Club Recently Expanded into Dallas By Grace Mahas | Published 2021-09-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/off-the-menu-club References: [offthemenuco](https://www.offthemenuco.com/) The popularity of "secret menu items" have exploded in the wake of social media, and this new [exclusive subscription service](https://www.trendhunter.com/trends/skip-plus), dubbed Off The Menu Club,' is helping dinners get their fill of exclusivity. For just $20 a month, members receive one complimentary secret menu item per day from a list of carefully curated establishments that partner with Off The Menu. Every Sunday, new restaurants are released on the OTM app featuring seven new secret menu items. Previously, Off The Menu Club was only available in Los Angeles and Orange County, however, the service recently expanded to Dalla. “Off The Menu has developed a [cult-like following](https://www.trendhunter.com/trends/opentable-regulars) since we first launched in LA, so we can’t wait to expand to another awesome foodie city like Dallas and show everyone what our unique membership is all about,” said Founder and CEO Lawrence Longo. Image Credit: Off The Menu Club ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 6% | Activity: 25% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Secret Menu Craze:** With the popularity of secret menu items, there is an opportunity for businesses to offer exclusive items and tap into the desire for unique experiences. - **Subscription Services:** Off The Menu Club's model presents an innovative way for businesses to generate recurring revenue and increase customer loyalty. - **Curated Recommendations:** Food and drink establishments have a chance to benefit from curated recommendations by partnering with Off The Menu Club, allowing for targeted marketing and potentially increased sales. ### Who This Affects Most - **Food and Restaurant:** Off The Menu Club's business model is directly related to the food and restaurant industry, providing opportunities for innovative approaches to food experiences and subscription services. - **App Development:** The success of Off The Menu Club's app opens up opportunities for app developers to create similar platforms for other industries and curated experiences. - **Hospitality:** The emphasis on exclusive experiences and partnerships with individual establishments creates opportunities for the hospitality industry to generate revenue through curated experiences. ## Related on Trend Hunter - [Mexican Chain Secret Menus](https://www.trendhunter.com/trends/backdoor-secret-menu.md) - [Secretive Member-Only Food Menus](https://www.trendhunter.com/trends/vicious-biscuit-secret-menu.md) - [QSR Secret Menus](https://www.trendhunter.com/trends/mcdonalds-secret-menu.md) - [App-Only Secret Menus](https://www.trendhunter.com/trends/mary-browns-secret-menu.md) - [Customizable Cafe Drink Menus](https://www.trendhunter.com/trends/official-starbucks-secret-menu.md) - [Luxury Experience Clubs](https://www.trendhunter.com/trends/taste-club.md) - [Mobile Exclusive Club Sandwiches](https://www.trendhunter.com/trends/clubby-sandwich.md) - [Burger Subscription Services](https://www.trendhunter.com/trends/burger-lab.md) - [TikTok-Inspired Menu Items](https://www.trendhunter.com/trends/social-stars-influenced-menus.md)