Limited-time offers (LTOs) generate buzz and drive significant traffic to restaurants. Occasionally, they’ll even succeed in creating an entirely new product category. But designing a successful LTO requires a strategic approach. Here, we cover three tactics for crafting LTOs that ignite customer engagement.
1. Sensory Overload
Humans are complex experience machines, and successful LTOs go beyond simply satisfying a craving. Consider multiple senses when designing an LTO experience.
Sight
Visual appeal is paramount. Introducing fun packaging that’s also a conversation starter and an IG post is a win-win-win. Use vibrant colors, innovative plating techniques, and photo-worthy presentations. Consider the overall Instagrammability of your LTO — after all, a picture or video is worth a thousand lunchtime orders.
A quintessential example of an LTO that engaged sight and flavor would have to be Starbucks’ 2017 Unicorn Frappuccino — a beverage that changed both color and flavor. As described by Starbucks, “the Unicorn Frappuccino blended crème comes with a bit of magic, starting as a purple beverage with swirls of blue and a first taste that is sweet and fruity. But give it a stir and its color changes to pink, and the flavor evolves to tangy and tart. The more swirl, the more the beverage’s color and flavors transform.” Targeting sight and taste for this colorful beverage resulted in a picture-perfect, conversation-starting, social media phenomenon.
Smell
Aroma is a powerful trigger for both appetite and nostalgia. A recent example of a restaurant leveraging scent in an LTO is Wendy’s with their “Pineapple Under the Sea Frosty.” This limited-time offer featured a pineapple/mango flavor while using the iconic smell of Wendy’s classic Frosty to create a nostalgic experience. The familiar scent, combined with the novelty of the pineapple flavor, generated excitement and curiosity among customers, ultimately driving brand engagement.
Taste
Flavor, of course, is the heart of any LTO. Consider what surprising flavor profiles, textures, and cooking techniques haven’t been done before and run with it. And don’t be afraid to break the rules for an LTO — their impermanence allows operators to try something different and outrageous.
Texture
Running with the unicorn theme, a great example of using texture is Krispy Kreme’s Pretty Little Unicorn Doughnut which is soft, smooth, crunchy, and creamy. The base is their classic Original Glazed, renowned for its light, airy crumb with a signature slight chew. This soft foundation contrasts with a smooth, glossy layer of strawberry icing while the “unicorn horn,” introduces a crisp snap followed by a creamy melt. Finally, the liberal application of “unicorn sprinkles” incorporates a spectrum of textures: crunchy, sugar pearl-like spheres mingle with shimmery, dust-like sprinkles, creating a textural surprise with every bite.
2. Nostalgia
Nostalgia is a potent marketing tool. Tapping into positive childhood memories or evoking familiar comfort food flavors have a huge impact on customers. Here’s how to harness nostalgia for a winning LTO.
Menu Mining
Dig into your own restaurant’s history. One current example of an LTO taking this concept to the next level is Taco Bell’s Decade Menu. This limited-time offer celebrates the chain’s 62-year history by bringing back fan-favorite menu items from each decade. As a multi-part LTO, customers can try the following dishes:
- ‘60s – Tostada: A corn tostada shell, refried beans, tangy red sauce, lettuce, and shredded cheese.
- ‘70s – Green Sauce Burrito: Filled with refried beans, crunchy onions, shredded cheddar, and green sauce.
- ‘80s – Meximelt: Pico de gallo, mozzarella, cheddar, and monterey jack melted with seasoned beef in a tortilla.
- ‘90s – Gordita Supreme: Warm flatbread filled with beef, sour cream, lettuce, mozzarella, cheddar, and monterey jack.
- ‘00s – Caramel Apple Empanada: Golden-brown, crispy exterior filled with apple pieces and a creamy caramel filling.
This blast from the past engages both OG customers and newer customers eager to try menu items they missed out on the first time.
Pop-Culture Partnerships
Partnering with classic cartoons, video games, or movie franchises to offer themed LTOs creates excitement and taps into the power of shared cultural experiences.
A recent example would have to be Wendy’s Krabby Patty Kollab, inspired by Nickelodeon’s iconic SpongeBob SquarePants. In the show, the Krabby Patty is the popular signature dish of the Krusty Krab restaurant, known for its delicious taste. Having a “real-world” version instantly triggers a wave of recognition and curiosity in viewers who grew up watching SpongeBob.
The Krabby Patty’s secret formula is also a running gag in the series. Wendy’s cleverly leans into this established narrative by using a “top-secret Krabby Kollab sauce,” adding another layer of fun and inviting fans to step into SpongeBob’s shoes for a moment.
SpongeBob has captivated audiences since 1999. While primarily targeting millennials who grew up with SpongeBob, the Krabby Patty Kollab also appeals to younger audiences discovering the show for the first time. With an appeal that spans decades, this multigenerational marketing strategy further enhances the LTO’s reach.
3. Unexpected Flavors
Stepping outside the flavor box can lead to some of the most innovative LTOs.
Unexpected Flavor Pairings
Invoke a sense of surprise and curiosity by creating LTOs with unexpected flavor combinations. For example, Dunkin’ Donuts offered an LTO in 2020 that defied expectations. Their Spicy Ghost Pepper Donut dared to explore the intriguing territory of sweet and heat. The classic donut base played host to a strawberry-flavored icing, spiked with a fiery blend of cayenne and the always-trending ghost pepper.
The Spicy Ghost Pepper Donut offered an opportunity for adventurous eaters to experience the thrill of unexpected complex flavors in a familiar treat, while daring themselves to see if they were up to the challenge of engaging with one of the hottest peppers in the world.
Incorporating Global Flavors
Consumers crave novelty and are more open to trying global flavors than ever before. Scrolling through social media, we see amazing food from all over the globe, and it makes us want to book a flight and taste it for ourselves. Foodservice giants are capitalizing on a growing consumer desire for exciting, international flavors by incorporating global influences into their Limited-Time Offers (LTOs).
Two examples of this trend are Shake Shack’s Korean-Style Fried Chick’n and Chipotle’s Chicken al Pastor burrito, offering new flavors while maintaining a familiar base of chicken.
Korean fried chicken is a very popular dish that has gained global recognition for its flavor and crispy texture. Shake Shack’s Korean-Style Fried Chick’n was an homage to this style of double-fried chicken, bringing in flavors of Korea with its sweet and spicy gochujang glaze and white kimchi slaw.
Chipotle’s Chicken al Pastor took its inspiration from the flavors of Mexico City’s al pastor. Chipotle’s version featured marinated, seared chicken infused with achiote paste, pineapple, and guajillo chiles. This LTO catered to a growing segment of consumers familiar with tacos al pastor, while offering a unique twist within Chipotle’s established format. It provided a taste of cultural authenticity for some, while introducing others to a new flavor dimension.
These LTOs highlight the strategic use of popular global flavors. They balance the old with the new, introducing global flavors without overwhelming the American palate.
A Recipe for Success
Creating the next great LTO simply requires a strategic blend of creativity, innovation, and a deep understanding of your target audience. By using techniques like the multi-sensory approach, leveraging nostalgia, or experimenting with unexpected flavor pairings, you can develop LTOs that captivate, engage, and drive sales for your restaurant chain.
