1. Keep pricy signatures as ghost items
Ten-unit Slapfish considers its lobster roll one of its signatures, but it’s not even listed on the restaurant's menu. “The $20 price tag creates optics that lead some people to believe we’re a higher priced menu,” says Andrew Gruel, the chain's founder and executive chef. Average menu prices at the California-based fast casual run from $7 to $12, he says, so putting something in the $20 price range stands out. Instead, Slapfish uses social media to its advantage, spotlighting the lobster roll on its online feeds so often that many followers enter the restaurant already knowing they will order the item. “We don’t need it on the menu for it to be a signature,” Gruel says.