Traditional items on the food menu may get boring after a while. That's why customers show a propensity for ordering ‘secret’ items on menus, which in reality just means personalizing the food or drink by scrambling the ingredients. This is not so much of a secret, as restaurants have started adding these items with a fun nickname that takes on a new level of appeal among customers.
Consumer behavior experts believe that people love secrets as they make them feel powerful and superior that the usual mass. This applies to food as well, and if a customized product becomes too popular, it is possible that it will soon find its way to the official menu.
Though this may also mean that the secrecy is lost, but it gives birth to new products with improved value. Here are some examples of restaurants taking the hint:
Starbucks’ (SBUX) ‘Dragon Drink’ that basically replaces water with coconut milk in the much popular pink colored Strawberry Acai Refreshers. McDonald’s (MCD) Triple Breakfast Stacks that became popular after customers tweaked traditional menu items to build the super-sized sandwiches. In-N-Out Burger’s not-so-secret-anymore 4x4 Quad Quad, a burger with four beef patties, that now appears on the restaurant’s website. Finally, Chipotle Mexican Grill’s (CMG) Mexican entrée, quesadillas, has put long rumors to rest when the company made this item readily available on the children’s menu.