Photo by Brett Jordan on Unsplash
Should McDonald’s, In-N-Out, and Other Fast-Food Restaurants Have Secret Menus?
In the world of fast-food hacks, one Texan mom has cracked the code to a secret McDonald’s menu item. Leiela Kapewa-Latu took to TikTok to unveil her discovery: the elusive $12 McDonald’s “Dinner Box,” a hidden gem not listed on the menu.
This unassuming yellow and white striped box contains a feast fit for a family, including two cheeseburgers, four small fries, 10-piece chicken nuggets, two Big Macs, and a variety of sauces. Kapewa-Latu’s video quickly went viral, amassing over 12 million views and nearly 700,000 likes and sparking a nationwide frenzy among McDonald’s enthusiasts.
However, eager diners from different states soon chimed in on social media, revealing discrepancies in pricing and contents. While some people reported similar offerings, others revealed major variations in menu items and costs, demonstrating how McDonald’s franchises have the autonomy to set their own prices and promotions as they see fit, for better or worse.
In response to the viral sensation, McDonald’s clarified that these bundled deals, including the elusive Dinner Box, are indeed real but subject to regional differences. These offers can be found and redeemed through the McDonald’s app, where various packages are available under the “shareables” tab.
For example, according to Dennis Lee from The Takeout, his nearest McDonald’s offers two main bundle options: the Chicken Pack, priced at $20.29, and the Classic Big Mac Pack, priced at $19.69. These bundles include a variety of sandwiches, McNuggets, and fries. However, despite the buzz surrounding the Dinner Box, he was not able to find it near him, showing it is not uniformly available across all locations.
After finding out that Kapewa-Latu lives in Texas, Lee used the McDonald’s app to study menus around Houston and was able to discover a Dinner Box priced at $17.29 — contrary to the $12 mentioned in the viral video. After persistent searching, he was also able to find one priced at $12.10 in the same area.
Based on comments from other TikTok users, prices for the Dinner Box vary significantly across different states, ranging from $12 to $25.
Other fast-food restaurants have used secret menus to great success. In-N-Out Burger has since gone public and revealed the most popular items ordered by customers from its secret menu.
Lynsi Snyder, the owner and granddaughter of the founders of In-N-Out Burger, shared some intriguing insights in her new book, including the origins of the now not-so-secret menu items. Snyder revealed that the Animal-Style burger was actually born out of the antics of a group of teenagers who frequented the chain’s parking lots. Their penchant for ordering burgers with signature sauce, grilled onions, extra pickles, and a patty grilled with mustard inspired what has become a cult favorite.
Despite some items being listed on the company’s website, there are still some off-menu delights awaiting those in the know. For instance, you can get “Sport Peppers” (pepperoncini) smashed into your patty, even though it’s not on the menu. For those watching their carb intake, there’s the “Flying Dutchman,” a bun-less creation comprising two patties and two slices of cheese.
When it comes to fries, you can ask for “Light Fries,” fried for just two minutes, or “Well Done” if you prefer a crispier texture. You can also order “Lemon Fries” with a squeeze of lemon juice. Among the not-so-secret orders are “Roadkill Fries” topped with crumbled hamburger meat, “Grilled Cheese,” “Animal Fries,” and the straightforward “Scooby Snack,” which is just a wrapped-up patty.
In-N-Out also has some secret shakes for those who are indecisive about flavor. You can combine multiple flavors by ordering a “Side-by-Side” or a “Neapolitan Shake.”
In Snyder’s book, it’s not just about the food; it’s about the stories behind the counter, the memories made, and the community that has embraced this iconic chain. Could it be that these custom-created orders are part of In-N-Out’s unrivaled success?
Despite the evolving landscape of fast-food economics, the $12 McDonald’s Dinner Box stands as a testament to the enduring allure of a good deal.
Discussion Questions
How do the revelations of secret menu items impact consumer behavior and brand management strategies in the fast-food industry’s social media era?
Considering the regional variations in pricing and contents of the McDonald’s “Dinner Box,” how do franchise autonomy and localized marketing strategies affect consumer perceptions and brand consistency?
What insights can you draw from the success of secret menu items in fast-food chains like McDonald’s and In-N-Out Burger regarding product innovation, customer engagement, and brand storytelling in competitive markets?
Poll
Loading …BrainTrust
Rachelle King
Retail Industry Thought Leader
David Biernbaum
Founder & President, David Biernbaum & Associates LLC
I question lumping together McD’s w/ In-N-Out (and further with “other” fast food restaurants.) The whole point of secret
menusanythings is that it’s…well secret: something that only the (self)selected few know about. It’s a great way for fans to bond. But the latter has a cult follwing, the former does not. So yes to the second, but no to the first; you’ll only end with what you have here: someblabbermouth Tik-toks and the jig is up.Secret menu items are a great way to drive demand, even from casual buyers. There is something special about ordering something not on the menu and walking out feeling like a celebrity.
Secret, or off-menu items, are largely a good way to allow managers and owners autonomy and customization to meet the needs of local customers. Most off-menu items are inspired by customer-specfic requests that latch on and become popular. It’s a good way to build loyalty and get to know your customers.
For franchises like McDonalds the flexible pricing on secret items may prove a nuisance to customers as local markets set their own prices. These items should not be used for price gouging. However, if owners and managers can show that the secret menu item is a good deal or good value, even vs competitors, then this should be a win-win for everyone.
Secret menus are a bit of fun, especially for fans of the brand. Their purpose is essentially marketing oriented – creating a kind of camaraderie and brand affinity between those ‘in the know’. In the days of social media, the problem is that they don’t remain secret for very long. Regional inconsistencies are also quickly picked up on and can, sometimes, be a source of disappointment. The upshot is that much more consideration needs to be given to how secret menus are executed these days.
Secret menu items are a fun idea. Certainly, they are creating a buzz on social media, but they are hardly tools for building a business.
There’s a difference between the In-N-Out “secret menu” (which is hardly a secret) and the McDonald’s dinner box. In the latter case, the traction of social media risks a lot of discontent among McD’s loyalists around the country if they can’t find the same item.
Franchisee autonomy is a good idea up to a point (see: “Big Mac”) but only if a chain like McDonald’s is prepared to roll out a good idea to every other location.
I have seen multiple iterations of the MCD box- is there supposed to be a uniformity among locations-or is what they want to put in it depending on demographics? People like the word value- it just has to mean something.
How does one order a secret item at the self-serve customer kiosk, so that the robot cook can prepare and serve up that item?
There is no reason for any offerings to be a “secret” in the fast food industry. If management doesn’t really want to sell the secret offering than why even bother to offer it at all?
What McDonalds should learn from this is that in this day and age of social media, there are no “secrets.” Therefore, brand management is essential, and that would include menu selections, even if pricing can’t be the same in every market.
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While this certainly can add a bit of fun from a marketing perspective, clearly when there is an inconsistency in the offering, that can create a bit more controversy and detract from the purpose of the deal.
Secret menus work well if there is a fun story behind it. IN N Out’s secret menu worked because there is a story behind it and it wasn’t available as a discount offer but rather customization of the preparation. I mean a 4×4 has always been around but it was a staff concoction before it was mainstreamed. The McD box is just a discount package they would have offered for catering order and not in the same category
I love the marketing concept and the whole premise of this discussion, but “secret” just doesn’t seem to be the right word. More like some combination of random + customizable + unexpected + limited edition + scarcity. Something that is still in the wheelhouse of the parent brand promise, but on the fringes. Something that adds a kind of “treasure hunt” aspect to the menu. I always like the idea of managed scarcity. They certainly don’t want Big Macs to be scarce, but fringe elements of the menu can be handled with managed scarcity.
And here I will make the leap to apparel, and Gap. Gap could benefit from this concept. They are certainly not going to make denim or khaki’s scarce, but they could be adding fun, unexpected offerings that are still in the wheelhouse of the brand promise, but change and evolve with time and the seasons. I have very low expectations of experiencing a fun treasure hunt at Gap these days. Any retailer benefits from having some kind of treasure hunt mentality as part of their umbrella. And if it works for burgers, it can sure as heck work for denim and khaki’s.
Yes, these days it’s not exactly clear where secret ends and customizable begins! In some restaurants, like Starbucks, it’s basically a free-for-all!
QSRs have used Limited Time Offers for years to mark seasons, increase visits from regulars, and to attract new customers. Giving local control allows managers to offer what most appeals to their market. Social media just raises the stakes – making offers more transparent, visibile, and a topic of conversation.
Secret, specials and regional menu items with varying pricing has been around forever in QSR. Take the McRib, which has been around since the 1980’s and have been a staple menu item for years, removed off the menu for years and brought back regionally by McDonalds. It comes and goes and there is even a McRib locator website to help superfans find the product. Hailing from Chicago, we did road trips across the Midwest and one of the top stops were McDonalds and I distinctly remember as a kid noticing that the prices change as you travel to other states and cities.
So, the QSRs haven’t changed but social media has emerged as leading source of information for many Americans and can heavily impact branding. Most people should know that prices vary around the country. The key is for McDonalds to be part of the discussion, support, clarify & boost the buzz on the social channels and help customers find the on-menu and secret menu items.