Monday, October 4, 2021

What’s New in Food Marketing? Menu Subscriptions


Millennials and Gen Z continue to seek new avenues of food discovery and one of the best that Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® has recently come across targeting digital natives Gen Z and Millennials is a ‘secret’ menu subscription.

This could very well be the next big thing according to Johnson.  Right now, you have to live in or be visiting either Los Angeles, Orange County or Dallas, TX but Johnson is sure that this subscription service is sure to grow.  So, whether you’re diving into delicious queso and margaritas at a chic Tex-Mex restaurant or indulging in premium brisket at an authentic Texas barbecue joint, it’s no secret that Dallas’ vibrant, diverse culinary scene is one-of-a-kind, and so is this service.

Dallas, TX is home to Off The Menu Club, a popular subscription service that offers local foodies an exclusive new way to discover more restaurants – and in-the-know menu items – throughout the area. Yes, currently the service is only available in Los Angeles and Orange County, Off The Menu (OTM) Club made its Dallas debut on Sunday, Sept. 26.

What does this service cost? It’s just $20 a month. For that, $20 members receive one complimentary secret menu item per day from a list of carefully curated establishments that partner with Off The Menu. Every Sunday, new restaurants are released on the OTM app featuring seven new secret menu items. 

To become a member, Dallasites can join the waitlist at When the app officially launches, those on the list will receive an invitation code to register and share with friends. As soon as the subscription is activated, it’s time to eat! Members simply show the phone app to their server to redeem the featured, free menu items. 

Our Grocerant Guru® thinks this is a deal all Gen Z, Millennials and Foodies will want to get in on from the start, both to lock in the introductory $20 subscription price and to enjoy exciting new items – like a buffalo chicken pizza bagel, strawberry waffle with fried chicken, spicy fajita grilled cheese and more – from a wide variety of local favorites such as Christie’s Sports Bar, Dahlia on Ross, Harper’s, The Rustic and more. 

Founder and CEO Lawrence Longo, stated, “Off The Menu has developed a cult-like following since we first launched in LA, so we can’t wait to expand to another awesome foodie city like Dallas and show everyone what our unique membership is all about,” ... “OTM Club is the golden ticket to enjoying a rare dining experience at popular local restaurants and under-the-radar eateries you may not have tried yet. At just $20 per month, members can enjoy a different secret menu item every day at some of the most popular eateries across the area. We look forward to giving our members even more reason to explore Dallas’ amazing food scene.” 

So, the Off The Menu Club will initially showcase restaurants across Dallas proper and surrounding suburbs, like Plano, Addison and Frisco. Plans are already underway to expand the Club’s coverage to other cities across the Lone Star State, including Fort Worth. 

Are you ready for some fresh ideations? Do your food marketing ideas look more like yesterday than tomorrow? Interested in learning how our Grocerant Guru® can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit: us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

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