These days, secret menus are the only menus people seem to care about. Fans love it because being on the inside gives them a sense of pride and QSRs embrace it as it creates social buzz where there was none, and can double their sales without introducing anything new. Unfortunately, Domino’s doesn’t have a secret menu, so how could they get in on the secret menu hype?
By taking an overlooked menu item - their Pan Pizza - and launching it like a secret.