To celebrate the 50th anniversary of Hungry Howie's we wanted to do something big. Something that would get people talking. Something buzz-worthy. Something... secret??
So, we decided to launch a Secret Menu.
So, we decided to launch a Secret Menu.
There was already a LOT of flavor on Hungry Howie's menu, but we thought there could be more.
So, we launched a secret menu with some of the wildest, most mouthwatering flavors we could think of.
So, we launched a secret menu with some of the wildest, most mouthwatering flavors we could think of.
And we did it using an AR activation.
What's no secret is that the Secret Menu launched in Summer 2023 to incredible results.
In just One month:
- 50,000 pizzas sold off the secret menu
- Generated approx. $500,000 in sales (1.42% of total sales)
- Increased website traffic and loyalty customers
- 5,000 QR codes scanned
The Results after a year:
- Over 600,000 pizzas purchased off secret menu since launch
- $6.2 million in sales
- Over 62,000 QR scans
What was supposed to be a six-month stunt is still running today due to it's overwhelming success.
The Secret Menu was also featured in AdWeek, and won Most Innovative Product Design at Franchise Update's annual Franchise Innovation Awards.
SIDE NOTE: The best part of this project was that they let me name a couple of the pizzas!
(The '73 Classic, The Howie 5-0 and the ghost-pepper Flavored Crust - The Disco Inferno)
The QR Code went offline 6 months after launch but the Secret Menu is still live on www.hungryhowies.com/secret-menu
