Sponsored by Simplot
When operators think about Taco Bell, Pizza Hut, or Wendy’s, what comes to mind? If it’s not their trend-setting and extensive LTO programs, maybe it should be. With hits from the classic Shamrock Shake to the Baja Blast Pie, LTOs reveal how restaurants can break through the noise in an increasingly challenging market.
Zach Greatting, Simplot’s corporate executive chef, is focused on developing operationally advantageous, craveable, and viral menu items. Now, he is sharing some strategic approaches shaping 2026, and how smaller concepts and operators can apply these principles to strengthen their own LTO programs.
“There’s going to be a lot of noise in 2026,” Greatting says. “With a flat market and fluctuating pricing, standing out will require thoughtful planning.” This is further complicated by the fact that U.S. consumers overwhelmingly report plans to reduce both the amount they spend per visit and the number of restaurant visits they make in 2026, according to a 2026 McKinsey analysis. However, LTOs remain a bright spot, with 50 percent of consumers who plan to cut back on spending saying they intend to focus their dollars on promotions and discounts.
For operators, this means a confident LTO plan that doesn’t strain back of house will be key in 2026. “Innovation can be challenging for operators,” Greatting says. “Simplot is focused on providing operators with ideas, marketing support, and resources to help. Choosing the right supplier isn’t just about a product; it’s about the support that helps take your operation to the next level, and concepts like our 2026 LTO Planning Calendar are a perfect example of that support.”
Simplot, a supplier most operators are familiar with, is one of these suppliers. Simplot supports operators with free resources like its annual LTO calendar with data-backed insights into trending flavors and formats, to chef insights on how to streamline operations and reduce SKUs even when introducing LTOs.
“A new LTO concept does not have to include big complicated changes,” Greatting says. “It’s a new sauce, a seasoning, or a different build using products you already have. An interesting fry cut or a seasoned side alone can be an LTO. Operators don’t have to reinvent their menu—pairing something familiar with a trending flavor or format can be enough to get guests to come in and try it.”
Greatting also suggests thinking seasonally with LTOs rather than attempting a monthly LTO or an LTO for every holiday. Seasonal LTOs offer an opportunity to build thorough marketing, giving consumers a chance to think about it, try it, and most importantly, spread the word when restaurants hit the mark.
But the question for most operators is what will be a hit and what won’t, and when costs skyrocket, taking a chance on an LTO may seem like less of an option. “Simplot+ is our new hub for on-demand resources—from LTO planning tools and customizable marketing assets to trend guides and training videos—so operators can build their brand, increase traffic, manage costs, and stay current with industry trends without starting from a blank page,” Greatting says.
In a year defined by tighter budgets, fiercer competition, and more selective diners, LTO success won’t come from chasing every trend or overextending operations. Instead, the advantage will belong to operators who plan with intention—building seasonal moments that feel fresh, familiar, and easy to execute. As the strategies used by the industry’s largest brands become more accessible, partners like Simplot are helping level the playing field by equipping operators with the insights, tools, and support needed to compete. In 2026, winning LTOs won’t be about doing more—it will be about doing the right things, at the right time, with the right partners.
Looking to start planning your next big LTO? Download the all-new 2026 LTO Planning Calendar to get started, available through Simplot+.
By Ya’el McLoud
