In-N-Out Burger is a California-based hamburger chain with a cult-like following. One of the things that makes them so special is that they have an incredibly simple simple menu.
The only foods on their menu are hamburgers, cheeseburgers, sodas, shakes and fries. With so few items, they can excel at making quality food.
But the truth is, they have a secret menu. You can order nearly 30 different items not published on their menu and Serious Eats has documented them all.
Who benefits? Their fans, of course. People love nothing more than to be a member of a “secret club” or an “insider”. Who doesn’t relish the idea of walking into an establishment and having everyone know your name, ala Cheers? Ordering from the secret menu gives the customer the same sort of feel; they’re not just a faceless consumer — they’re someone special.
How could your business benefit from a secret menu, especially if you’re not a restaurant?
Photo by jasonlam.