Pincho, Hattie B’s tapping Thanx hidden menu capability

Florida-based burger and kebab concept Pincho and Nashville-based Hattie B's Hot Chicken are deploying hidden menus to diners by tapping Thanx Loyalty 3.0 features.

The two brands are among the first restaurants to offer the vendor's Hidden Menu capability for customers, according to a press release.

The feature lets operators give specific customer segments early or exclusive access to menu items or menu categories, generating engagement and encouraging visits, without relying on traditional discount-based rewards.

The secret menu will give Pincho Rewards members who have spent $200 or more in the past 90 days access to a throwback menu item, The Eggin' Burger. The secret menu will only be available at Pembroke Pines and Sunrise locations.

"The Pincho brand is all about embracing unique experiences through our food. We are excited that our loyalty program can amplify that experience for our super fans by rewarding them with exclusive access to secret menu items," Otto Othman, CEO, and co-founder of Pincho, said in the release.

Hattie B's Hot Chicken will soon offer a menu item — fried dill pickles dusted with the restaurant's signature hot spices — and members of its Coop Club loyalty program will have an exclusive opportunity to try them first.

"The magic is in the breading because the pickles stay crunchy, even when they cool off, and our Nashville Comeback Sauce is the perfect accompaniment," Brian Morris, Hattie B's vice president of culinary, learning and development, said in the release.

"We're always looking for fun ways to engage and thank our loyal guests, and Thanx makes it easy to reward Coop Club members by extending early access to a new menu item like our Fried Pickles," Morris said in the release. "It's also a great way to encourage direct ordering."