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IHOP just brought its Stuffed French Toast out of retirement after six years, calling it \u201cthe number one requested item on social media.\u201d The idea for Chipotle\u2019s new Chili Lime Chips came from watching customers crush bags of chips over their burrito bowls. Taco Bell now lets loyalty members build, name and share their own custom orders through a \u201cFan Style\u201d menu.<\/p>\n
None of this is an accident. Franchises are turning viral customer hacks into official menu items \u2014 and it\u2019s paying off, according to . IHOP\u2019s same-store sales rose 1.5% in the second quarter. Its Dubai Chocolate Pancakes, which went nationwide this year after a sold-out test, were also thanks to social media.<\/p>\n
Says Chipotle\u2019s Chief Brand Officer Fernando Machado: \u201cWe saw guests hacking their Chipotle orders with packaged chips and asked what would this look like done the Chipotle way?\u201d McDonald\u2019s has been doing this since 2022 with mashups like its \u201cLand, Air & Sea\u201d combo, and Burger King\u2019s \u201cWhopper by You\u201d platform has become a real driver of the brand\u2019s turnaround.<\/p>\n
McDonald\u2019s CEO Chris Kempczinski summed up why the old model stopped working. \u201cIt\u2019s no longer what we describe as our brand,\u201d he said. \u201cIt\u2019s the customers\u2019 brand.\u201d<\/p>\n