Today’s consumers are looking for unique and memorable experiences from their favourite restaurants, so operators need to take steps to stand out and attract attention. LTOs are a great way for restaurants to capitalize on temporary trends, test out new menu items, and interest a new clientele. Studies show that 91 per cent of diners are likely to choose one restaurant over another if they offer LTOs or new items, so there’s an opportunity for operators to generate interest, drive traffic, and raise revenues with compelling LTOs this season.
There are several steps operators can take to create unique LTOs that will interest their customers, from leveraging social media to adding personalization, and beyond.
Get organized
Start with a schedule: create an LTO calendar for the year to set goals, highlight areas of growth, and put a plan in place to stay on track. Include timelines, marketing avenues, launch dates, product photography planning, staff training, and all the details you will need for a successful execution. Decide on the dishes you want to feature and price them out for profitability. This will help you predict your profits and determine the volume you need to sell to ensure you maintain your margins. Use the data from each campaign to learn and tweak your approach for the next one.
Food trends and social media
Foodies abound on social media so paying attention to buzz-worthy dishes can help you get attention online and get more people through your doors. Be careful to stay consistent with your brand – street tacos might be popular, but they won’t make sense to your coffee shop customers. Search for trends that are relevant to your business or that you can tailor to make your own. For example, nostalgia has taken centre stage in the trends, so you could feature a favourite childhood dish, or bring back a menu item you’ve retired to get people talking and excited to visit. It can even be as simple as something that looks pretty and is trending, like an ube flavoured beverage.
Common partnerships
Rater than creating LTOs that see random in nature, tie them to seasonal ingredients, themed holidays, pop culture, or anything you think could interest your customers. This could look like a Mother’s Day drink, seasonal dish, a tie-in to movie or song release, or even a partnership with another local business that highlights a local focus.
Personalization
Letting customers influence your menu means giving them what they want, along with a voice and the opportunity to engage with your restaurant. Personalization is becoming more popular among restaurants because it makes the experience custom and more memorable, along with allowing guests to cater to a craving or mood in the moment. Consider adding an LTO that offers options or add-ons that may increase revenue and add value for the customer.
Innovation and value are the key to successful restaurant LTOs. Create something that excites you and your customers, offers something unique, and sticks with the brand that they already know and love.
