Creating mystique around fast food

I thought this article about “secret” items from fast food brands was really interesting because these items drive business (and repeat business) to the restaurants without the companies spending any money on marketing and advertising. Instead, people find out about these items through word of mouth or by chance. These special offerings enhance customer value because customers love to feel like they are “insiders” receiving special treatment. Creating buzz around secret items is yet another way for companies to further engage the customer by making more personal connections.

Here is the link to the article:

http://www.brandchannel.com/home/post/2013/03/12/Fast-Food-Secret-Menus-031213.aspx