Unlock the power of LTOs

Unlock the power of LTOs!

Get consumers excited about LTOs!

Most consumers order limited-time offers (LTOs) sometimes or always when dining out; they can be a compelling reason to draw consumers to visit or return to a restaurant! But what pulls consumers toward certain LTOs? When it comes to selecting an LTO to try, seasonal flavors and something new are important considerations – consumers are looking for something different (but not too different!). Dive into the facts and figures about LTOs to discover how to best engage consumers and drive traffic, balancing unique and exciting with classic and familiar.

_{1Datassential Menu Development Keynote, February 2024}

_{2Datassential LTO Webinar Survey, January 2024}

_{3Datassential LTO Webinar Survey, January 2024}

LTO introductions are on the rise

Top chain restaurants have released nearly 10% more LTOs this past year (compared to 2021), creating more opportunities to engage consumers with new and appealing dishes and beverages. Appetizer and side dish LTOs were the top savory category for LTOs launched in 2023, showcasing how operators are using fries, wings, dips, and more to create interest and drive traffic.

_{Datassential Mastering the LTO Landscape Webinar, January 2024}

Give consumers something new…

Consumers are looking for variety and novelty when considering LTO options. One of the top reasons consumers like LTOs (second only to seasonal flavors), is that they offer greater menu variety and the ability to try something new (Datassential’s Menu Development Keynote Report, February 2024). And, what’s more, FOMO (fear of missing out) can play into that decision, too, with 26% of consumers saying the last time they ordered an LTO, it was because they wanted to try it before it was no longer available (Datassential’s Menu Development Keynote Report, February 2024). Giving consumers a new and limited-time option can play to that fear of missing out and help drive traffic.

_{Datassential Menu Development Keynote, February 2024}

…but they want something they’ll like

Although that “something new” is a driving force for consumers, flavors that are too new or unfamiliar can end up being a deterrent. Anchor new flavors and ingredients with familiar favorites like fries to balance uniqueness and appeal. Try pairing a trending sauce, like salsa macha (up 263% on menus over the past 4 years according to Datassential MenuTrends, YE Dec’23) with fries in this recipe for Lamb Weston’s Salsa Macha Loaded Fries (pictured up above). Or, consider appealing to consumer interest through top fry flavors such as garlic parmesan or BBQ, with an easy solution like a Fry Toss.

_{Datassential Menu Development Keynote, February 2024}

Simple innovation for high purchase interest

Balancing uniqueness and appeal ensures consumers get a taste of something new without it seeming too new or unfamiliar. See below how top chains garner high purchase interest ratings through trend-forward formats and simple seasonings. For example, “half and half” is trending on savory menus, thanks to dishes like half-and-half pizzas (each half with a different set of toppings) or fries and onion rings combos (example below). This trend presents familiar flavors in a novel format, balancing appeal and uniqueness.

_{Datassential MenuTrends, YE December 2023}

_{Datassential Launches & Ratings (SCORES)}

_{top performer for item type, generation (>90th percentile)}

_{above average for item type, generation (70th to 90th percentile)}

_{average for item type (30 to 70th percentile)}

The power of the seasons

We’ve all seen them: endless variations of pumpkin spice offerings in the fall, peppermint-flavored items in the winter, heart-shaped foods for Valentine’s Day…turns out, seasonal LTOs resonate with consumers! In fact, seasonal flavors or dishes are the top reason consumers like LTOs (Datassential’s Menu Development Keynote Report, February 2024). With spring upon us, consider taking advantage of upcoming holidays – for example, 52% of consumers report that they tend to go to restaurants for Cinco de Mayo, and 10% have food delivered (Datassential’s Spring Trends 2024 Report, December 2023). Incorporating seasonal offerings into your menu may be a way to drive consumer traffic.

_{Datassential Menu Development Keynote, February 2024}

Strategic innovation is key

Consumers use LTOs as an opportunity to try something new or different. But the catch? They don’t want anything too new or different. Creating innovative dishes that feature a unique take on familiar dishes or ingredients – like fry sides with a limited-time dipping sauce or spice rub coating – may be a way to appeal to both the desire for something new and the need for something comfortable. And since most consumers enjoy LTOs at least on occasion, they can be a powerful tool to help drive traffic to your business.