Limited Time Offers (LTOs) are a great way for fast food and fast casual restaurants to capture consumers’ increasingly scant and scattered attention, and can also help inject some novelty into familiar restaurants in the same way as daily specials do at more upscale establishments. LTOs can help you capitalize on seasonal ingredients and flavors and create short-term fads like the Unicorn Frappuccino. Taco Bell, for example, rolls out a new LTO ever six weeks or so, including LTOs featuring outside brands like Doritos.
- Limited Time Offers (LTO) can help fast food and fast-casual restaurants grab onto customers’ increasingly scattered and scarce attention.
- LTOs can help capitalize on seasonal ingredients and flavors, or cultivate their own following, such as the McRib’s devoted fans.
- Taco Bell rolls out an LTO about once every six weeks, including some that involve external brands like Doritos.
“Limited-service chains enjoy a significant advantage over CPG companies when it comes to capitalizing on fads that burn brightly for a short time, as opposed to trends, which tend to have greater staying power.”