If you look at the Universal apps list under all programs tree you will find two shortcuts. I think you want the second one in the list. For now you can pin that to the start menu, but I will make sure we tweak things in the next update to resolve that problem in the menu.
The popup menu is only showing the first one and that one is bad.
As an alternative you can right click on the shortcut in the list, pick properties and change the Target box to have !Netflix.App on the end rather than !App and this will fix the shortcut
