Once in a while, I'll take a fun ingredient to work at Elixir and opt to make a secret menu. Often checking in on Foursquare, Twitter, and Facebook. With the small note of a secret menu for the day.
I usually get a few people come in asking for it, albeit friends. But the feedback is great. My point about this concept is, you can develop a different more adventurous customer base from it. It can also lead to some feedback on prospective menu items. Furthermore, it makes a guest feel like they are special, or trendsetters if you will.
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