Back in 2017, we wrote two articles on the appeal of LTOs - limited-time offerings (click here and here for the two articles). One category of LTO extensively used by restaurants is food and beverage LTOs. Datassential, a leading research company on food and restaurant data, just released some of their latest findings on restaurant LTOs.
Three-quarters of LTO purchases are average priced.
Two-thirds of LTO purchases are for food and one-third for beverages
Nearly two-thirds of LTOs are bought on impulse:
Trying something new is the primary motivator for ordering an LTO.
The top three reasons people are more likely to order an LTO are:
This is what distinguishes an LTO from a regular menu item:
Since food and beverage have become crucial to the experience mix for location-based entertainment venues, LTOs are essential to add repeatability with variety and increase per capita expenditures with impulse purchases.