---
title: Secrets for Success with LTOs
description: QSRs and casual restaurants increasingly rely on creative limited-time offerings to bring in customers — but not every LTO succeeds.
---

 

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 Hamilton Beach Commercial Blog

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# Food

## [Secrets for Success with LTOs](https://blog.hamiltonbeachcommercial.com/food/secrets-for-success-with-limited-time-offerings)

 9:21 AM on September 18, 2018

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QSRs were built on consistency. Now, people crave novelty.

Limited-time offerings can give sales a short-term boost, earn media mentions, build social buzz and even entice lapsed customers to return. Nearly half of all consumers try LTO menu items every month, [QSR magazine reports](https://www.qsrmagazine.com/outside-insights/are-your-ltos-instagram-worthy). ![Vegan cheeseburger on pretzel bun](https://blog.hamiltonbeachcommercial.com/hs-fs/hubfs/Vegan_cheeseburger.jpg?width=300&name=Vegan_cheeseburger.jpg)

It makes sense. Not only are people programmed to crave novelty (new flavors, new dishes), but they [respond strongly to scarcity](https://sumo.com/stories/scarcity-marketing), perceiving scarce items as more valuable and conferring status on those who possess them. But how can you ensure an LTO is a success? First, consider these five factors.

**1. Longevity** 

The traditional approach is to make LTOs available for a few weeks or even months during a particular holiday season: think the ever-popular Shamrock Shake at McDonald’s or the so-basic-it’s-cool Pumpkin Spice Latte at Starbucks. But a new trend is the “extreme LTO,” an offering that’s available for only a few days (or a single day, in the case of Arby’s marinated [venison sandwich](https://www.nrn.com/food-trends/arbys-offer-venison-sandwich-17-restaurants)).

When a particular offering performs well, chains are tempted to hang on tightly and keep it on the menu. But this strategy can backfire, restaurant marketer Charlie Hopper told [*Nation’s Restaurant News*](https://www.nrn.com/marketing/when-extend-end-or-reprise-popular-lto): “If brands come to depend on a fad and can’t give up the X percent of traffic it brings in, they can’t get rid of it even if it’s tired after a couple years. Then you have supply issues, because you’re throwing out brioche buns or whatever.” The upshot: Only make an LTO permanent if there’s a sustained, enthusiastic demand.

 

**2. Expansion Potential**

There are two types of LTOs. One is a creative variation on something that’s already on the menu; the other is something entirely different. The second kind of LTO can be more challenging to develop, but presents a valuable opportunity to test a new product line. When Checkers Drive-In saw a positive response to potato skins made with the chain’s “Famous Fry” batter, the company [tried the same approach](https://www.nrn.com/marketing/when-extend-end-or-reprise-popular-lto) with battered Monsterella Stix.

 

**3. Consumer Fatigue**

There’s a concept in psychology called [the hedonic treadmill](https://positivepsychologyprogram.com/hedonic-treadmill/): it means that people re-adjust to a set level of happiness, regardless of the ups and downs in their lives. In other words, the thrill of winning the lottery — or, on a micro level, sampling a delicious new food — soon wears off, and the person’s new emotional state becomes the norm.

We’ve seen this happen with Starbucks’ kitschy lattes. The pastel-colored, super-sweet Unicorn Frappuccino was a huge hit in April 2017, but its successors — the Zombie, Christmas Tree, and color-changing Crystal Ball frapps — [saw fewer sales and less attention](https://nypost.com/2018/03/28/starbucks-tried-and-failed-to-make-this-the-next-unicorn-frappuccino/). Starbucks announced in 2018 that it would [reduce its limited-time offerings](https://www.usatoday.com/story/money/2018/04/27/starbucks-plans-cut-back-its-craziest-drinks/556176002/) by 30 percent.

**4. Visual Appeal**

Not every LTO has to be photo-ready (Cheesy fries, for instance, will never be Insta-glam no matter how many filters you use.) But if your aim is to get people talking and have customers do your marketing for you, presentation should be a priority.

“Always do something that is a little bit different, whether it’s a serving vessel, a garnish or an unexpected ingredient. Do something that sets you apart,” celebrity chef and menu consultant Kathy Casey [tells Hamilton Beach Commercial](https://blog.hamiltonbeachcommercial.com/beverage/kathy-caseys-secrets-for-wow-worthy-cocktail-and-food-programs). “For instance, using a tiny wooden clothespin to secure a cocktail garnish; that extra little touch makes it memorable. When it comes to food, a combination of textures, unexpected flavors, and a unique presentation can make it a photo-worthy snap.”   

**5. Ease of Execution**

The Unicorn Frappuccino, in its short life, was [despised by many baristas](https://www.inc.com/chris-matyszczyk/why-starbucks-baristas-are-rebelling-against-the-unicorn-frappuccino.html) who found themselves sticky with syrup and dusted with pink and blue powders. Some locations [ran out of ingredients](https://www.businessinsider.com/starbucks-unicorn-frappuccino-retrospective-2017-4); some customers noted that their drinks didn’t look as pretty as in the ads.

Limited-time offerings should be made consistently and well. That means making sure all staff are trained well in advance, on the platforms they’re most comfortable with: mobile and video, not posters and three-ring binders. It also means operators should consider the difficulty of making a particular LTO before it’s introduced. Texas fast-casual chain Mooyah Burgers, Fries & Shakes [offers an LTO campaign](https://www.qsrmagazine.com/menu-innovations/shiny-and-new-tried-and-true) called “Taste to Try,” which is simply a burger made with a novel combination of ingredients that are always available. No extra training is required, and if something takes off (like the tongue-burning Double Diablo), it’s a cinch to add to the menu.

*Has your company seen a positive response to limited-time-offerings?* [*Tell us your success story*](http://www.hamiltonbeachcommercial.com/en/recipe-submission.html) *and we may feature you in this space.*

 

 

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 Topics: [Featured](https://blog.hamiltonbeachcommercial.com/food/topic/featured), [LTO](https://blog.hamiltonbeachcommercial.com/food/topic/lto), [limited time offer](https://blog.hamiltonbeachcommercial.com/food/topic/limited-time-offer), [restaurant marketing](https://blog.hamiltonbeachcommercial.com/food/topic/restaurant-marketing), [unicorn frappuccino](https://blog.hamiltonbeachcommercial.com/food/topic/unicorn-frappuccino)

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- [high performance commercial blenders (1)](https://blog.hamiltonbeachcommercial.com/food/topic/high-performance-commercial-blenders)
- [high-performance blender (1)](https://blog.hamiltonbeachcommercial.com/food/topic/high-performance-blender)
- [holiday (1)](https://blog.hamiltonbeachcommercial.com/food/topic/holiday)
- [how to equip a food truck (1)](https://blog.hamiltonbeachcommercial.com/food/topic/how-to-equip-a-food-truck)
- [immersion mixer (1)](https://blog.hamiltonbeachcommercial.com/food/topic/immersion-mixer)
- [limited time offer (1)](https://blog.hamiltonbeachcommercial.com/food/topic/limited-time-offer)
- [mariscos (1)](https://blog.hamiltonbeachcommercial.com/food/topic/mariscos)
- [menu price inflation (1)](https://blog.hamiltonbeachcommercial.com/food/topic/menu-price-inflation)
- [modified atmosphere packaging (1)](https://blog.hamiltonbeachcommercial.com/food/topic/modified-atmosphere-packaging)
- [mood food (1)](https://blog.hamiltonbeachcommercial.com/food/topic/mood-food)
- [pickles (1)](https://blog.hamiltonbeachcommercial.com/food/topic/pickles)
- [pickling (1)](https://blog.hamiltonbeachcommercial.com/food/topic/pickling)
- [planetary stand mixer (1)](https://blog.hamiltonbeachcommercial.com/food/topic/planetary-stand-mixer)
- [plant-based menu (1)](https://blog.hamiltonbeachcommercial.com/food/topic/plant-based-menu)
- [plant-based restaurants (1)](https://blog.hamiltonbeachcommercial.com/food/topic/plant-based-restaurants)
- [restaurant efficiency (1)](https://blog.hamiltonbeachcommercial.com/food/topic/restaurant-efficiency)
- [restaurant employee retention (1)](https://blog.hamiltonbeachcommercial.com/food/topic/restaurant-employee-retention)
- [restaurant equipment (1)](https://blog.hamiltonbeachcommercial.com/food/topic/restaurant-equipment)
- [restaurant industry trends (1)](https://blog.hamiltonbeachcommercial.com/food/topic/restaurant-industry-trends)
- [restaurant labor shortage (1)](https://blog.hamiltonbeachcommercial.com/food/topic/restaurant-labor-shortage)
- [restaurant marketing (1)](https://blog.hamiltonbeachcommercial.com/food/topic/restaurant-marketing)
- [restaurant operations (1)](https://blog.hamiltonbeachcommercial.com/food/topic/restaurant-operations)
- [restaurant prototypes (1)](https://blog.hamiltonbeachcommercial.com/food/topic/restaurant-prototypes)
- [restaurant redesign (1)](https://blog.hamiltonbeachcommercial.com/food/topic/restaurant-redesign)
- [restaurant staffing (1)](https://blog.hamiltonbeachcommercial.com/food/topic/restaurant-staffing)
- [restaurant staffing shortage (1)](https://blog.hamiltonbeachcommercial.com/food/topic/restaurant-staffing-shortage)
- [restaurant strategy (1)](https://blog.hamiltonbeachcommercial.com/food/topic/restaurant-strategy)
- [restaurant sustainability practices (1)](https://blog.hamiltonbeachcommercial.com/food/topic/restaurant-sustainability-practices)
- [restaurant trends (1)](https://blog.hamiltonbeachcommercial.com/food/topic/restaurant-trends)
- [rice warmer (1)](https://blog.hamiltonbeachcommercial.com/food/topic/rice-warmer)
- [salsa (1)](https://blog.hamiltonbeachcommercial.com/food/topic/salsa)
- [say no to plastic (1)](https://blog.hamiltonbeachcommercial.com/food/topic/say-no-to-plastic)
- [senior living (1)](https://blog.hamiltonbeachcommercial.com/food/topic/senior-living)
- [soft air (1)](https://blog.hamiltonbeachcommercial.com/food/topic/soft-air)
- [stick blender (1)](https://blog.hamiltonbeachcommercial.com/food/topic/stick-blender)
- [takeout dessert (1)](https://blog.hamiltonbeachcommercial.com/food/topic/takeout-dessert)
- [unicorn frappuccino (1)](https://blog.hamiltonbeachcommercial.com/food/topic/unicorn-frappuccino)
- [vacuum chamber sealer (1)](https://blog.hamiltonbeachcommercial.com/food/topic/vacuum-chamber-sealer)
- [vacuum sealing applications (1)](https://blog.hamiltonbeachcommercial.com/food/topic/vacuum-sealing-applications)
- [virtual kitchens (1)](https://blog.hamiltonbeachcommercial.com/food/topic/virtual-kitchens)

see all

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  "headline" : "Secrets for Success with LTOs",
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