Chicken Licken hacks the menu, wants you to talk about it in DMs

This is pretty interesting. Most fast food outlets rely on their menus being as widely available as possible. It’s something that makes sense when your business model relies on getting people in and out as quickly as possible. South African chicken outlet Chicken Licken is however taking another route.

For starters, it’s become the first franchise from that country to be featured on the popular international site, Hack The Menu, after introducing its own top secret menu.

The site lists all the places that host secret menu items that require some kind of special invitation or password in order to get access, with people finding those items being the only ones able to access them.

Adding to the sense of secrecy, it’s holding most of the social conversations around the campaign through Twitter DMs. As well as piquing people’s curiosity, this is meant to encourage them to follow the account.

While we can’t tell you exactly what’s on the secret menu, we can tell you that the items on it should appeal to anyone who was a fan of the franchise in its early days.

It’s a pretty neat campaign, especially given that it comes from a company that you wouldn’t traditionally associate with online innovation. On the other hand, that means that if it manages even a little growth among people who don’t form part of its traditional customer base, then it’ll have achieved a pretty decent win with relatively little effort.