Viral marketing is now a fact of our everyday lives, and that means large companies are finding new and exciting ways to co-opt what were formerly unorganized, nonserious Internet diversions (e.g. secret menus, YouTube videos) for corporate gain. The Panera “Hidden” menu had its own New York launch party last year, and a promotion-heavy release of the menu in January followed. But the café stopped short of listing the items on its menu, so they retain their “hidden” distinction.
As we’ve learned so far, secret items are often a bridge too gluttonous for the main menu. Panera has gone the other way, and its Hidden Menu includes six high-protein, low-carb, health-conscious dishes for breakfast and lunch, including a breakfast bowl with eggs, tomatoes, steak, and avocado; a chicken hummus plate; and steak lettuce wraps.
