In the movie Five Easy Pieces, Jack Nicholson’s character confronts a waitress for not taking his order his way.

KGW image

"No substitutions," says the order taker. Nicholson’s character gets angry and after arguing proceeds to clear the table off with his arm. Cups and plates fly everywhere. He storms out of the restaurant.

Today at most fast food restaurants the mantra is "what can we do for you?", "have it your way" and "if we have it, we'll make it." It's an attitude that's bringing customers back time and again with what's called secret menus -- menus known only to those in the know.

Ray Oliver, an avid coffee drinker, wasn't satisfied with the menu options at Starbucks.

"The ones that were on the billboard didn't match what I like," said Oliver. So, he invented his own cafe favorite. Starbucks was more than happy to make it for him. So much so they gave Ray's drink a name. It's called the Mach II.

"The first letters of each flavor and two pumps of everything. It's mocha, almond, caramel, hazelnut," said Oliver sipping his daily dose of caffeine.

Secret menus have been around for about five years. Internet websites and blogs are devoted to keeping hard core taste buds informed of which restaurants are consumer friendly.

Starbucks is a leader in secret menu items.

"Honestly, we'll go as far it takes," said Jane Naem, Starbucks coffee diplomat.

Naem said a popular item is coffee made using a French press. It's something you have to ask for, but the baristas are willing to take the extra time to do it your way.

"It's really up to the creativity of the managers and the employees to make sure that we meet every customers needs," said Naem.

Even McDonald's, known for it's Happy Meal, will make whatever you want as long as they have the ingredients in the kitchen. Karen Fitzgerald owns and operates five Portland area stores. She says the stores are happy to oblige.

"For instance a bacon, lettuce and tomato sandwich, or a grilled cheese sandwich," said Fitzgerald, is a favorite of a lot of families.

Other restaurants thrive on secret menu business.

"We have a white gummy bear, we have strawberry shortcake,” said a store manager at Jamba Juice.

You won't find those smoothies on the menu boards at Jamba Juice according to the store manager, but you can order them.

"And we have peanut butter and jelly sandwich, " she said. It's one of the more popular flavors on the secret menu circuit.

Liz Todias got her first taste and is hooked.

"I can taste strawberries and I can taste peanut butter. I normally get a fruit one, but if I'm not dieting, I'm going to get this one, " she said.

Fast food companies believe having a secret menu is worth spreading the word about. It's good for business. It tends to build brand loyalty and keeps customers coming back, according to Barry Dinsmore, a spokesman for Jamba Juice.

"A smoothie that isn't known, isn't on the menu, it keeps them in the know. I think it connects them a little bit more to the brand."