When it comes to marketing strategies, many options have value; the trick to their effectiveness is how they are carried out. This is certainly true of Limited Time Offers, or “LTOs”. “A proper limited-time offer strategy can mean great gains for a restaurant organization,” asserts Food & Drink Resources (FDR), “but only when implemented correctly.”
FDR shares that there are a lot of benefits to turning to LTOs as a sales and marketing technique, including necessary testing of products, flavors, or assessing your target market. But this adds to the pressure of a well-executed LTO—it needs to be appealing to your guests, and there is much to be gained, business-wise, from a successful strategy. Remember, the age old adage is “test what you market and market what you test.”
Thankfully, Campbell’s Food Service has compiled a thorough resource guide on LTO campaigns and how to achieve maximum effectiveness. According to Campbell’s, “91% of consumers say they would choose one restaurant chain over another if they offered LTOs or new items,” attracting “both new and existing customers who are interested in trying new flavors and menu items.”
So, it’s certainly worthwhile to adhere to best practices when it comes to LTOs. Campbell’s roundup includes four main tips for a great LTO campaign:
- Make it simple
- Make it seasonal
- Make it on-trend
- Make it pretty
Not to be over-simplified, these easy-to-understand tips are great guiding principles for any marketing effort. From social media ads to specialty seasonal menus, these tips get to the heart of how to grab your audience’s attention in an effective, meaningful way.
Simple messaging eliminates a barrier of misunderstanding. If your consumer can easily grasp the LTO concept they are more likely to participate. The best way to create a simple LTO, Campbell’s says, is to pay attention to what’s worked before—anywhere. “The best LTOs are easy to execute and capitalize on existing ingredients.”
Seasonal LTOs play on consumer anticipation and attention. Consider: Starbucks’ PSL or Red Cups, Shamrock Shakes at McDonald’s, or summer nostalgia for a perfect gin cocktail. Playing into the sentiment of a season is a great way to reach consumers with what they want—and with a clear strategy and timeline. “Datassential research backs up the above, with 79% of consumers claiming that they’re interested in seasonal LTOs, and another 61% believing that seasonal flavors should distinguish LTOs from regular menu items.”
Similarly, LTOs that acknowledge trends demonstrate an understanding of the audience. Create an LTO around a menu item that’s already popular in a TikTok challenge. Invent a cocktail for an upcoming sporting event. These ideas foster a sense of community and excitement, capitalizing on a buzz that already exists.
After all, society caters to trends more and more. Trends are briefly unifying. Trends with visual elements ring truest and make the strongest impact—which is why your LTOs need to be pretty. Though brief and targeted, the visual elements of your LTO should be anything but quick or sloppy. If you want the word spread, then visually, your campaign must be beautiful enough to share. “Three in 10 consumers are driven to try an LTO because it looked good in advertisements or in photos in the store,” Campbell’s shares.
Richard Weil, principal and owner of National Restaurant Consultants adds, “The entire LTO process, with any restaurant, depends upon vertical execution from within the operation. From the culinary/bar side to the host stand, and for sure with servers. Remember the three ‘C’s’: Communications, Coordination and Cooperation. These are needed from the entire staff to roll out a successful LTO. Offer staff incentives to encourage involvement early on.”
Our restaurant consultants have years of experience in creating and executing great LTOs for all types of restaurant segments and operations. Contact one of our restaurant consultants to assist you.