London Tavern Creates Secret Menu Items For Its Twitter Followers

London’s The Opera Tavern demonstrates one way a brand or entity can create (and test) the value of its Twitter community, by announcing a monthly secret menu item — and the password by which to order it — only to its followers. For a single night each month, the restaurant announces a secret burger (which may take the form of a venison, iberico pork, cranberry relish and blue cheese concoction) via a tweet that morning, followed by the password (ask for Pierre the manager and tell him “I’ve got the horn”).

This endeavor instinctively feels like a simple test and execution for a brand/company to create value for its Twitter community via exclusivity of offer — and to create and test various scenarios to assess the value that this audience contributes to the business, and to the company’s reach.

The Opera Tavern