Chains use 'secret' menu items to boost sales, speed service

04/7/2013 | CNBC

Chains including Panera and BurgerFi are increasingly touting their off-menu offerings as open secrets on their websites, both to give customers the feeling they're in the know when ordering and to speed the line by keeping the actual menu streamlined. "By keeping this menu 'hidden,' we can speak to this audience without investing in the infrastructure needed to promote these items within our walls," said Panera VP of Marketing Chris Hollander.

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