Over half of consumers plan to involve restaurants in some aspect of their Thanksgiving meal, whether that’s eating in a restaurant, getting food for pickup or delivery, or even grabbing holiday-themed meal kits. More consumers plan to get restaurant food and drinks for at-home (or non-restaurant) consumption versus dining out – knowing that, keep portability and packaging in mind for holiday takeout offerings.
Falling for seasonal flavors
‘Tis the Season…for Flavor Inspiration!
Now that fall is here, the holidays are quickly approaching! Take advantage of consumers’ excitement for the changing seasons and upcoming holidays by offering holiday-themed and seasonal limited time offers (LTOs). Uncover consumer insights around favorite food holidays and holiday restaurant plans, and discover unique holiday LTO formats and seasonal flavor inspiration (beyond just pumpkin spice)!
Holidays & limited-time offers
The holidays present an opportunity to draw in consumers with holiday-themed LTOs. Over 3 in 5 consumers are interested in LTOs tied to the holidays (Datassential’s Limited-Time Offers Keynote Report, May 2022), though some holidays have greater importance to consumers when it comes to special foods and flavors. Thanksgiving tops the list, followed by winter holidays like Christmas, Hanukkah, and Kwanzaa.
Datassential Seasonal Flavors & Holiday Menus HotShot, August 2022
Turkey Day Takeout
Datassential Seasonal Flavors & Holiday Menus HotShot, August 2022
Thanksgiving: Stick or twist?
What makes a Thanksgiving LTO feel Thanksgiving themed? Stick to classic components to keep LTOs on-theme. Turkey is key, of course, but don’t forget to include potatoes – mashed are most common, though sweet potatoes are also found in Thanksgiving LTOs.
Datassential Item Launches (Insider); top-paired ingredients among LTOs and introductions that include the terms Thanksgiving, Turkey Dinner, or Gobbler, 2020-2022
Put a unique twist on Thanksgiving LTOs through handheld and bowl formats. In these top chain LTOs, operators shake things up by featuring mashed potatoes in a sandwich or using sweet potato as a bowl base. Unique formats and ingredient applications put a fresh spin on a traditional Thanksgiving plate, giving consumers a reason to try your LTO.
Datassential Concept Testing (SCORES)
top performer for item type, generation (>90th percentile)
above average for item type, generation (70th to 90th percentile)
Seek out seasonal foods & flavors
More than 3 in 5 consumers (63%) are interested in LTOs tied to a holiday, but that number jumps to nearly 4 in 5 (79%) when it comes to LTOs featuring seasonal flavors (Datassential’s Limited-Time Offers Keynote Report, May 2022). Take advantage of classic (and not-so-classic) seasonal flavors, below. In the fall, savory herbs and Oktoberfest-inspired mustard flavors pop. In the winter, flavors such as warm spices and indulgent sauces stand out.
Datassential Limited-Time Offers Keynote, May 2022
Datassential Seasonality Report, December 2022; savory flavors that are at least 4x more likely to appear in one season vs. all others based on top chain Item Launches (INSIDER)
Check out how top chains incorporate seasonal flavors in craveable handhelds and bowls (pictured right). Boost a fried chicken sandwich with Oktoberfest-inspired flavors like beer cheese and honey mustard. Or, add winter indulgence and spice to a comforting mashed potato bowl by topping it with brisket and Old Bay.
Datassential Concept Testing (SCORES)
top performer for item type, generation (>90th percentile)
Sauced and loaded seasonal inspiration
Loaded fries continue to take off on menus, with 61% growth over the past 4 years (Datassential MenuTrends, YE June 2023). Get inspired by Lamb Weston’s sauce and fry recipes below; make seasonal innovation simple with fries! And for an extra boost of seasonality, think sweet potato fries!
Datassential Seasonality Report, December 2022; likelihood of one food/flavor to appear in one season vs. all others based on top chain Item Launches (INSIDER)
The Most Wonderful Time of Year
While food and flavor innovation is important year ‘round, the fall and winter present a special opportunity to draw in consumers with holiday LTOs and seasonal flavors. Take classic flavors and add a unique format to give consumers something new for the holidays. Look to savory flavor trends and loaded fry applications for seasonal inspiration beyond pumpkin spice. With high consumer interest, ‘tis the season for seasonal trends!
