When you consider all the benefits, it's no wonder 2025 was projected to be the biggest year for LTO launches, with 39,042 LTOs expected to be launched over the course of the year.1
But not all LTOs strike gold and the price of a dud can be unacceptably high. In this article, we'll cover eight strategies to make your LTOs worker harder to satisfy your customers and build your bottom line.
- Start by putting a twist on your existing menu items. 62% of consumers are at least somewhat likely to visit a restaurant just for a unique fry offering, demonstrating the traffic-driving power of an exciting, innovative fry offering.2 Perhaps take a dish customers are familiar with and level up your fry offering to make it stand out.
- Make sure your LTO items are aligned with your menu and brand. While it may be tempting to jump on the street taco bandwagon, it wouldn't make much sense for a pizza joint. Your customers are coming to you to satisfy a craving based on your theme and brand (Mexican, seafood, etc.). Going too far afield with your LTO can be confusing for them. Make sure the LTOs you develop are something your customers could reasonably expect from a restaurant like yours. They should help define and enhance your brand, not dilute it.
- Take extra care in how you name and describe your LTO. Again, in the spirit of making it easy for patrons to say "yes" to your offer, think carefully about the words you choose to name and describe it on the menu. Use words that convey how special and unique your LTO is, but stick with terms you know your customer base will understand. A name or description that goes over your patrons' heads can be a costly and preventable error.
- Run your LTO for at least one month so the buzz can spread. Most operators run their LTOs for between one and three months knowing that it takes time for word to get out about their brilliant special offering. Commit to offering your LTOs for at least a month to give your advertising (both paid and word of mouth) enough time to work.By the same token, running an LTO longer than three months can diminish the urgency customers feel to purchase it before the promotion ends, so don't go overboard.
- Bring it back. When you find an LTO your patrons love, bring it back on a regular basis. Research shows that returning LTOs are among the most successful, satisfying customers who already love the item and look forward to ordering it again.
- Invest in great imagery of your LTO. The old axiom "phone eats first" still rings true, especially in the age of social media where engaging visuals are the coin of the realm. Appetizing photography of your LTO is a must have. Invest the time (or the money) to get tasty imagery of your new item to use in social media, email blasts and in-store point of sale materials like posters, counter cards and table tents.
- Train your servers and staff on the LTO well before launch. Your staff needs to be able prepare and explain your LTO consistently to patrons from day one. This goes without saying, yet is often overlooked to operators' detriment. Practice preparing the item so you have an idea for how long it takes to prepare and can troubleshoot operational challenges before you invest in the ingredients. Let your staff taste the LTO so they can share their personal experience and enthusiasm with customers, and make sure they understand the terms used to describe it.
- Involve your customers in the creation of your LTOs. The development of an LTO is a valuable opportunity to engage your patrons and get a deeper understanding of the tastes and dishes they're craving. What better way to reduce the risk of a flop than by getting feedback right from the source?
With careful planning and execution, LTOs can become an important and profitable part of your operation. Correlation between price point and value is decreasing over time, showing that value is derived from far more than price alone.3 Now’s the time to lean into LTOs that showcase what makes your operation stand out and drive your bottom line.
Join Simplot+ to access our free LTO Planning Calendar and Marketing Kit to help you plan a years’ worth of impactful LTOs.
1Technomic Ignite Menu 2025
2Consumer & Operator Omnibus, 2025
3Datassential State of the LTO, 2025
