Why provide one generic menu when you can leverage menu access as a (free) incentive to drive behavior. For example:
A better way to conduct a focus group
Offer your top 30 spenders at certain locations an opportunity to experience your test kitchen and to give feedback (has the added benefit of saving you from spending $100k on a focus group).
Promote a contest (ex: every visit this month is one entry) to win an opportunity to inspire the ingredients (or the name) for a new cocktail.
Secret menu for top-tier guests
Offer your highest tier of loyalty members surprise and delight perks including exclusive access to a platinum-members-only hidden menu.
Exclusive menu throwbacks
Bring back lapsed guests with access to a previously discontinued item that they purchased in the past available for a limited time only.
All-day happy hour pricing for regulars
All-day happy hour pricing on Tuesdays in March for your highest frequency guests (top 10%).