McDonald's big mac
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Should McDonald’s, In-N-Out, and Other Fast-Food Restaurants Have Secret Menus?

In the world of fast-food hacks, one Texan mom has cracked the code to a secret McDonald’s menu item. Leiela Kapewa-Latu took to TikTok to unveil her discovery: the elusive $12 McDonald’s “Dinner Box,” a hidden gem not listed on the menu.

This unassuming yellow and white striped box contains a feast fit for a family, including two cheeseburgers, four small fries, 10-piece chicken nuggets, two Big Macs, and a variety of sauces. Kapewa-Latu’s video quickly went viral, amassing over 12 million views and nearly 700,000 likes and sparking a nationwide frenzy among McDonald’s enthusiasts.

@xolovelei

$12 Dinner Boxes at McDonald’s is worth it!! #budgetfriendly #mcdonaldshacks #fyp

♬ original sound – xolovelei

However, eager diners from different states soon chimed in on social media, revealing discrepancies in pricing and contents. While some people reported similar offerings, others revealed major variations in menu items and costs, demonstrating how McDonald’s franchises have the autonomy to set their own prices and promotions as they see fit, for better or worse.


In response to the viral sensation, McDonald’s clarified that these bundled deals, including the elusive Dinner Box, are indeed real but subject to regional differences. These offers can be found and redeemed through the McDonald’s app, where various packages are available under the “shareables” tab.

For example, according to Dennis Lee from The Takeout, his nearest McDonald’s offers two main bundle options: the Chicken Pack, priced at $20.29, and the Classic Big Mac Pack, priced at $19.69. These bundles include a variety of sandwiches, McNuggets, and fries. However, despite the buzz surrounding the Dinner Box, he was not able to find it near him, showing it is not uniformly available across all locations.

After finding out that Kapewa-Latu lives in Texas, Lee used the McDonald’s app to study menus around Houston and was able to discover a Dinner Box priced at $17.29 — contrary to the $12 mentioned in the viral video. After persistent searching, he was also able to find one priced at $12.10 in the same area.


Based on comments from other TikTok users, prices for the Dinner Box vary significantly across different states, ranging from $12 to $25.

Other fast-food restaurants have used secret menus to great success. In-N-Out Burger has since gone public and revealed the most popular items ordered by customers from its secret menu.

Lynsi Snyder, the owner and granddaughter of the founders of In-N-Out Burger, shared some intriguing insights in her new book, including the origins of the now not-so-secret menu items. Snyder revealed that the Animal-Style burger was actually born out of the antics of a group of teenagers who frequented the chain’s parking lots. Their penchant for ordering burgers with signature sauce, grilled onions, extra pickles, and a patty grilled with mustard inspired what has become a cult favorite.

Despite some items being listed on the company’s website, there are still some off-menu delights awaiting those in the know. For instance, you can get “Sport Peppers” (pepperoncini) smashed into your patty, even though it’s not on the menu. For those watching their carb intake, there’s the “Flying Dutchman,” a bun-less creation comprising two patties and two slices of cheese.

When it comes to fries, you can ask for “Light Fries,” fried for just two minutes, or “Well Done” if you prefer a crispier texture. You can also order “Lemon Fries” with a squeeze of lemon juice. Among the not-so-secret orders are “Roadkill Fries” topped with crumbled hamburger meat, “Grilled Cheese,” “Animal Fries,” and the straightforward “Scooby Snack,” which is just a wrapped-up patty.

In-N-Out also has some secret shakes for those who are indecisive about flavor. You can combine multiple flavors by ordering a “Side-by-Side” or a “Neapolitan Shake.”

In Snyder’s book, it’s not just about the food; it’s about the stories behind the counter, the memories made, and the community that has embraced this iconic chain. Could it be that these custom-created orders are part of In-N-Out’s unrivaled success?

Despite the evolving landscape of fast-food economics, the $12 McDonald’s Dinner Box stands as a testament to the enduring allure of a good deal.

Discussion Questions

How do the revelations of secret menu items impact consumer behavior and brand management strategies in the fast-food industry’s social media era?

Considering the regional variations in pricing and contents of the McDonald’s “Dinner Box,” how do franchise autonomy and localized marketing strategies affect consumer perceptions and brand consistency?

What insights can you draw from the success of secret menu items in fast-food chains like McDonald’s and In-N-Out Burger regarding product innovation, customer engagement, and brand storytelling in competitive markets?

Poll

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BrainTrust

"Secret, or off-menu items, are largely a good way to allow managers and owners autonomy and customization to meet the needs of local customers."
Avatar of Rachelle King

Rachelle King

Retail Industry Thought Leader


"What McDonald's should learn from this is that in this day and age of social media, there are no “secrets.” Therefore, brand management is essential…"
Avatar of David Biernbaum

David Biernbaum

Founder & President, David Biernbaum & Associates LLC


"QSRs have used Limited Time Offers for years to mark seasons, increase visits from regulars, and to attract new customers. Social media just raises the stakes…"
Avatar of Patricia Vekich Waldron

Patricia Vekich Waldron

Contributing Editor, RetailWire; Founder and CEO, Vision First