Limited-Time Offers: a Next-Level Strategy

5 Ways to Expand the Potential of These Proven Sales Drivers

By now, limited-time offers are well known as ‘LTOs,’ the sales & marketing lifeblood of foodservice.

They drive traffic, increase revenues, reveal which new menu ideas are ready for prime time and, ultimately, build the brand.??

“In just the past month, 65% of consumers were motivated to visit an operator specifically to order an LTO, and operators report an increase of up to 25% in revenue and traffic during months with successful LTOs.” (Datassential, Chain Competitor How to… , April 2024)

Beyond these more common-knowledge advantages, however, are other ways to further expand the potential of your LTO strategy and optimize your investment.

Here are 5 next-level tactics worth exploring.

1. Think Beyond Seasonal

Whether it’s a pumpkin spice beverage in October, a BLT sandwich spin in August, or some other kind of calendar-based idea, seasonal-inspired LTOs will always have a place on the rotational menu for their popularity and potential.

But, according to Datassential , “three factors rank above in-season items when piquing consumer interest: fresh ingredients, premium/high quality ingredients and new/unique flavors.”

So, while creativity is the name of the game for LTO success (though, even marketable menu innovation can be simple ), staying true to the authenticity of the eating experience goes much further to optimizing the payoff.

2. Think Beyond Your Pantry & Staff

Among all the challenges operators associate with launching an LTO, getting staff trained to introduce and consistently prepare a new, temporary menu item tops the list .

Yes, keeping the recipe simple by using a few ingredients you already source or by putting a little twist on a menu staple is one way to overcome this issue. But that doesn’t mean you have to stunt your innovative spirit.

Beyond your pantry and your staff’s culinary experience are equipment solutions that can simplify preparation, effectively turning even the most unusual creation into a consistent kitchen routine.

If you’re inspired, on the clock, tight on budget—or all of the above—and your search for one of these solutions comes up empty, thinking strategically applies here too . For example, does the equipment manufacturer have foodservice expertise? Or, is the equipment versatile enough to add value should the LTO not land on your permanent menu?

3. Think Beyond the Concept of Limited ‘Time’

Leverage the intrigue of an LTO to dine-in only and market it that way. It’s a hook with multiple benefits.

First, it can capture more customers because off-premises orders often involve one person eating alone; whereas dine-in rarely does.

It also allows you to explore LTO concepts in the traditional add-on, check-bump menu items that don’t typically make it into a to-go order bag—the appetizers, drinks and desserts that, incidentally, represent the fastest LTO comebacks in the post-pandemic rebound.

4. Think Beyond the Experimental Aspect

In other words, market test before the market test by surveying your customers ahead of any initial LTO development.

It’s a great way to get more out of your mobile-app investment and another reason to build your loyalty/rewards club. Alternatively (or in tandem), you can also simply ask patrons to answer a question or two on their bill.

Still, yet another exciting opportunity is to research new concepts by way of a popup-style taste-testing event & promotion, which is a traffic draw unto itself .

5. Think Beyond Sales

Think profits.

“Offer” doesn’t necessarily imply “discount.”

More than an opportunity to drive traffic and sales, LTOs represent an opportunity to expand margin. The creativity is the draw for its intrigue, but the quality (as reinforced by #1 above) has to be there.

If it is, nudge the pricing higher. Consumers will pay for it, even in this inflation era, as purchase decisions become more about value than affordability.