Business & Tech
Should Restaurants Serve from Hidden Menus?
Panera Bread has quietly rolled out a secret menu this year. In-N-Out has had one for a long time. Is it fun, or does the secret menu irritate you?
Do you love ordering from the secret menu? Or does it make you feel silly?
Earlier this year, Panera Bread quietly launched its "hidden menu," an assortment of low-calorie, low-carb fare. Other places, from Jamba Juice to In-N-Out, have served up secret food for years. Why do they bother?
Retail educator Micah Solomon takes up the question on fastcasual.com. He explains there are four advantages to restaurants serving secret meals:
- Secret menus make diners feel special (like you're in on the secret).
- Since most people don't want the secret menu items, it saves time for other customers sifting through the main menu options.
- It saves employees time because secret menu items usually come one way—there are fewer options and substitutions.
- Secret menus help restaurants maintain their brand. (Panera Bread can serve up bread-free food and typically healthy Jamba Juice can provide sugary sweet drinks from the secret menu).
(For a guide to hidden menus, check this out).
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