Off menu is the new MUST have.

Off menu is the new MUST have.

When you can have anything you want, what is that you want most?

Well, what no one else can have.

I tell this story because I was talking to my mate, and he said he had ordered something from the local Indian restaurant that wasn’t on the menu.

This menu is like a Tolstoy novel.


Which made me think ‘What was happening here?’

Well, it turns out my mate is a super regular customer.

And for the owner, saying THANK YOU with a discount or a free beer is no longer enough.

What is special NOW is saying only you can have access to this.

In the land of abundance, scarcity is king.

Off menu is the new status symbol.

Who knew?

David Hieatt

David Hieatt

Bankrupt at 16. Thrown out of college at 18. Joined Saatchi + Saatchi at 21. Started howies in 1995. Sold it to Timberland. Left. Started The Do Lectures. Started Hiut Denim Co.

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