Along the illuminated glow of the Jollibee sign, beside a statue of the iconic mascot itself, stood a poster that, to most, seemed like a regular advertisement of their well-renowned burger steak.
Yet to long-time customers, it announced the return of something that people had yearned for.
A filling upgrade to the already coveted meal—The Burger Steak Supreme, or what used to be the Ultimate Burger Steak, featured a burger patty drizzled with garlic bits and their signature mushroom gravy resting on a bed of fries, alongside a cup of warm rice topped with a fried egg.
However, all this came with a rather surprising caveat.
Atop the picture of the meaty goodness read:
“Available from April 23-July 31.”
This situation is likely familiar to the average fast food consumer. Items sometimes get taken off the menu, only to then randomly reappear for a limited time without warning, and the Burger Steak Supreme may be the latest addition to this pattern.
At first glance, it seems counterintuitive; If people are so obsessed with a product, why not just simply keep it on the menu?
However, behind this pattern lies a marketing strategy that capitalizes on scarcity, consumer behavior, and hype. As in the world of fast food, permanence does not always equate to demand—sometimes, rarity does.
Supply, Demand, and the Burger Steak Supreme
One of the most fundamental concepts of economics is the tendency to shift towards a market equilibrium, a point where both supply and demand converge. Since these two are closely interconnected, reducing the supply of a product will also affect its demand.
As a result, when consumers see a product that is less common, they would also perceive this product as more valuable.
This introduces the scarcity principle, a psychological and economic concept businesses take advantage of to boost sales by intentionally limiting availability despite having the capabilities to produce more, a strategy otherwise known as artificial scarcity.
When an item is available permanently, people often assume it could be purchased any other day, but by putting it as a limited time offer, that new attached deadline changes how people see that item.
The Meal You Can’t Afford to Skip
What was once ordinary and taken for granted now suddenly seemed rarer, more exclusive, and easier to miss.
This is also closely related to a psychological phenomenon known as the Fear of Missing Out (FOMO), where limited access to a product can increase the likelihood of impulsive purchases.
For instance, with each return of the burger steak supreme, they also revive “It’s back!” posts, online discussions, and nostalgic memories surrounding it.
Although more associated with social media jargon, it also plays a very significant role in shaping consumer decision-making, as it is an irrational feeling that has been shown to drive most purchases.
The thought of possibly missing a limited-time product can spark a sense of urgency among customers, often encouraging them to purchase items that they would have otherwise delayed or ignored entirely.
This effect becomes even stronger when the said item already possesses a cult-like following, like the burger steak supreme, where commitment, nostalgia, and attachment amplify the pressure of purchasing the item further.
In other words, the appeal of the burger steak supreme’s temporary return may not just be due to how it tastes or how it is an upgrade to an already existing item, but also from the knowledge that it will eventually disappear from the menu once more.
How Fast Food Restaurants turn Scarcity into Strategy
This kind of emotional influence does not happen by accident though, as fast food brands like Jollibee have built entire marketing strategies around these behavioral patterns.
Businesses need to optimize profits to sustain themselves, and keeping some items as a limited-time offer seems to have a higher chance of maximizing demand and revenue.
By having products reappear for unpredictable periods, they could have one product generate multiple waves of demand instead of settling it into a steady but plateaued stream of sales.
Additionally, the unexpectedness of these reappearances also encourage customers to stay tuned for announcements or updates, while also giving businesses time to prepare for the relaunch of the item, giving it more relevance even while it's gone.
This would ultimately create a self-sustaining cycle of publicity and anticipation, one that goes beyond what traditional advertising could achieve.
Though it may seem like just food to some people, the new burger steak supreme reflects how Jollibee transforms extra fries and an egg into a masterclass in marketing and customer influence. It shows that the modern value of items is not only determined by their quality or supply, but also by timing, perception, and in some cases, their absence.
While it is quite frustrating to see an old-time favorite come back for only about two months before disappearing again, it may be this absence that strengthens its appeal. When something disappears, it does not simply fade into obscurity; instead, the memories of it linger, shaping a renewed desire despite the uncertainty of its return.
Sometimes, the true value of something is only fully realized once it is gone.
Written by Nathaniel Kyle Sto. Domingo, Insight PH
Nathaniel Kyle Sto. Domingo, Insight PH is a dedicated campus journalist and contributor. Their insightful writing sparks meaningful conversations and keeps the community informed.
