A Net Full of Jello said:
While we are on the Burger Mojo topic, what's with the "secret menu?" I don't get why restaurants do this, especially when that "secret menu" is posted on the website anyway.
For us, there are a couple reasons. Firstly, our ongoing menu engineering always contemplates periodic product mixes. When certain items aren't selling well enough they will get pulled on the next menu iteration to make room for new products to help bring more parity to the menu. Those pulled items often have a small cult following and consequently get moved to "secret menu". We want to continue to say yes to our customers as much as we can and that's the medium we use to do that.
The other reason is because we try to keep the physical menu as concise and uncluttered as possible for the customer experience to function efficiently. Particularly in a drive thru model this is vital. For the customer to have their cake and eat it too, we put the secret menu on the internet as it has endless space and the customer has more time for perusal.