It won't die in 2015. It won't die ever, I don't think. But it seems more prevalent in the last 5 years than before.
Secret Menu Items.
How offensive is that? Am I the only one who's offended by it? I guess it makes some people feel good to order something in the hopes that their neighbor overhears them and believes them "cool" because of it. It smacks of in-group/out-group cliqueish-ness.
I know places like/need to acknowledge their regular customers. There are other, less invidious ways to do it though. Send out an extra app, comp their cocktails or desserts, etc. To have secret things on the menu seems to imply that the first time customer (or 20th time customer, even) can't even HAVE the entree sitting on their neighbors table. They haven't earned the privilege yet.
"I'll have the Double Double Lobster Style Paella Burger please." "Oh... sorry sir, that's only available to our gold star diners, you have about 50 more visits before you can have that."
I feel like certain ethnic cuisines may be exempt from this, as reading "pickled fish intestines" may be off-putting for the squeamish. I'm talking about the kinds of places where you have to be one of the cool kids to even know it's available.
Just put it on the #$%^&@% menu!