What is an LTO?
- Limited Time Offer
Why an LTO?
- Keep customers hooked
- Stay on-trend/Relevant (social media/marketing)
- R&D for menu development
Great examples
- Shamrock Shake/McRib
- Pumpkin Spice Latte
- Girl Scout Cookies
- Chicken Sandwich Wars
Strategy
- Should be well thought out
- What are you trying to achieve and why?
- Broaden your offerings
- Healthy
- Global
- Higher quality
- House-made
- Pertaining to a social event/holiday
- Raise check average
- Piggyback off a currently successful dish and offer a variation
- See what your market will support you on
- Quality
- Price
- Style
- Create buzz
- Social media content
- Exclusivity factor
- Scarcity fuels urgency
- Don’t be afraid to run out
- How long?
- 1 week to 3 months
- Broaden your offerings
- What are you trying to achieve and why?
General Rules
- Should be on-brand
- Listen to your people
- Don’t confuse them
- Doesn’t have to be a loss leader
- Don’t keep up with the Jones’…unless it fits!
- Chicken sandwich example
- Just because you can do it doesn’t mean you should
- Focus group it
- Start with staff
- Branch out to regulars
- Spur honesty
- Get team input throughout the process
- Technique
- Garnish/build
- Launch it
- 3rd party deliver profiles
- Social media
- Table tents/other signage
- W.O.M.
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