LTOs are a regular – often seasonal – practice in the QSR space, but as operators compete for consumer attention, some are upping the perceived value with personalization options that improve guest experience and make it their own. Value is key with today’s consumers and combining lower pricing and limited availability with customizable options that engage and attract diners, may allow some operators an edge over the competition.
KFC recently launched the $20 Build a Bucket, allowing guests to choose eight pieces of chicken (dark meat) or eight tenders, four sides, four biscuits, and four sauces (with tenders). This meal offers flexible, budget-friendly options for groups looking for a variety of items to enjoy.
Arby’s recently debuted a Meat & 3 Value Box , where guests receive their choice of entrée (roast beef or crispy chicken sandwich), a small order of curly fries, two mozzarella sticks, a peach cobbler roll, and a small drink – all for $8. Rather than attracting groups of guests, this meal aims to up the value and broaden the target customer with the options and inclusions.
Panera has launched a new Mix & Match allowing guests to purchase certain half sandwiches, half salads, or cups of soup for $4.99 each, along with a free side (baguette, chips or an apple). From these options, guests can choose between two and 10 items in a single order. The following items are included as part of the new menu:
- Half sandwiches: Toasted Italiano, Toasted Caprese Focaccia, Bacon Turkey Bravo, Cranberry Walnut Chicken Salad
- Half salads: Fuji Apple Chicken, Ranch Parm BLT, Caesar
- Cups of soup: Creamy Tomato, Homestyle Chicken Noodle, Bistro French Onion
As Panera’s first official dedicated value menu, it aims to offer versatility and personalization along with value.
Over 91 per cent of consumers are likely to visit a restaurant with limited-time menu options and those diners can raise revenues by up to 20 per cent. While value is top of mind for most consumers these days, operators who set themselves apart with additional perks like personalization may find themselves ahead of the competition.
