'Secret' menu items attract customers who want to feel exclusive.
Cult burger chain In-N-Out once had a "secret" menu for customers in the know.Customers love to order "secret" menu items.
"People love to be in on something that the mass market doesn't know about," Michael Solomon, a consumer behavior expert and marketing professor at St. Joseph's University, said. "They feel like they're in on it, especially because it grants them membership to an exclusive club."
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