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One of the fun parts about going to the Saturday matinee as a kid was the chance to order the "Swamp Water" from the snack bar: a blend of every soft drink flavor on tap. It wasn't just the bizarre taste we were after, it was the sense that you were in on something secret. It made you part of the elite club that knew such an order could be placed even though it wasn't listed anywhere. It was the kid version of James Bond ordering a "shaken, not stirred" martini. (And yes, I did wear a tux to the movies, I was just that cool.)
The use of "secret menu items" are on the rise in restaurants, from high-end establishments to fast food chains. There's the Mc10:35 (the approximate time MacDonalds switches from breakfast to lunch) order of a burger but with an English muffin instead of a bun. In-n-Out Burgers has their "Animal-Style Fries" featuring grilled onions, pickles and cheese, while Starbucks has its Zebra Mocha which combines white chocolate and chocolate mocha.
Many fancy-schmancy restaurants are also in the secret menu club, offering unique options to diehard regulars in the know. Some advertise their secret menus on their websites; others claim, with a knowing wink, that the secret items don't actually exist.
Now you don't have to be in the food biz to get in on the fun. Look for opportunities in your business to offer a secret special bonus to your long time patrons. Start a rumor that lets customers know that when they say the secret word, order something at a certain time of day or offer you the secret handshake, they'll get the key to your super secret offer.
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