Summer is the busiest time of year for many restaurant operators, and some QSRs are upping their game by marketing summer specials to add value in new ways. Studies show that 41 per cent of consumers associate summer with special flavours, dishes, beverages, and restaurant LTOs, with 46 per cent interested in purchasing LTO items during the season.
Some operators are thinking outside the box this season, featuring marketing and LTOs that up the value with personalization and flexibility, rather than cheaper options.
Innovative offers
Denny’s is shaking things up this season with The Clock’s Off menu, bringing together fan-favourite breakfast, lunch, and dinner items – along with a few new additions – that are available any time of day. Adding value without lowering costs, the menu is based around the idea that cravings can happen any time of the day, so customers can now indulge whenever they want.
Chipotle has launched the return of Summer of Extras, a three-month program rewarding Chipotle Rewards members with free entrées, extra points, and exclusive offers for the summer. This year, participants will be able to see how they rank against others at their local restaurant, ramping up the competition and the rewards. This LTO accesses the experiential side of value, allowing customers to gamify their visits and earn
Thirst quenchers
With beverages taking up so much room on restaurant menus, some operators are focusing on summer flavours, vibrant colours, and Instagrammable options for their guests.
Tim Hortons has added some excitement to their summer menu with Poppin’ Frozen Quenchers, featuring fruity slushes with popping candy and whipped topping. The new drinks are available in five flavours (orange tangerine, blackberry yuzu, raspberry mojito, strawberry watermelon, and peach) and are available for a limited time only.
Dunkin’ is taking pink to a new level this season with a beverage menu dedicated to the colour as part of a partnership with Barbie®. The menu introduces Barbie Pink Strawberry Cold Foam, which is featured in numerous new drinks, including the Ultimate Pink Daydream Refresher, Double Strawberry Daydream Refresher, Pink Mango Daydream Refresher, Pink Cherry Daydream Refresher, Strawberry Cloud Matcha, Strawberries & Creme Cloud Dunkalatte, Almond Strawberry Shortcake Iced Coffee.
International influence
Global inspiration continues to rule many of summer’s favourite LTOs, adding unique flavour combinations and an exotic feel to restaurant menus.
Two of the three Dairy Queen summer Blizzard features give a nod to the World Cup, highlighting unique international flavours. The Strawberry Mango Mochi Blizzard includes mango-flavoured mochi pieces and strawberry, and the Mexican-style Hot Chocolate Blizzard features Abuelita’s Mexican Hot Chocolate mix, choco chunks, fudge-covered marshmallows, and cocoa fudge.
Taco Bell has taken sweet treats global, introducing new dessert items like Birthday Cake Empanadas and Strawberry & Cream Mexican Pizza Bites, along with beverages like the Strawberry Horchata Refresca, Cold Brew with Purple Horchata Cold Foam, and Salt & Straw Tacolate Chiller. While all of these items have not yet official launched, they are reportedly in the lineup for the rest of the year.
Staying trendy with marketing and LTOs can help restaurants get attention, stand out, and encourage guests – new and regular – to give new menu items a try.
