By Tracy Morin
In the summer of 2022, Hungry Howie’s made a major splash with the intro of its Pickle Bacon Ranch pizza, a limited-time offer (LTO) quickly dissected on social media and taste-tested by food YouTubers and TikTokers alike. “Just the talk on social media—people were like, ‘What is this?’” recalls Patrick Shannon, owner of nine Hungry Howie’s locations in Michigan and Ohio. “Then they said, ‘I gotta try this.’ That pizza, and our Mac ’N Cheese pizza [in 2023], created a buzz and got people talking. They may not even order it, but talking about it drives traffic. And both of those pizzas made up about 40% of sales when they ran.”
As Shannon’s tale demonstrates, the best LTOs tick several markers of success: a ton of buzz, a significant sales boost, and attracting customers who may have never eaten at your business before. But how do you create and carry out a winning LTO? Read on—our experts will guide you through the entire process from start to finish.
The Right Stuff
What are the key components of a great limited-time offer? “It’s all about excitement and attention—LTOs are a great way to stop people’s scrolling on social media and create virality,” says Matt Plapp, CEO (chief energy officer) of America’s Best Restaurants in Florence, Kentucky, and a regular contributor to PMQ Pizza. “There are two possibilities: to get attention and go viral with very few sales expectations, or to sell in a big way, embracing a ‘bigger is better’ mentality with substantial profit margins.”
Indeed, before you set out to create an LTO, ask yourself what you hope to achieve. “The success of an LTO, like most other initiatives, should be measured on the goals set,” says Loredana Gianino, director of marketing for Rosati’s Pizza Enterprises, Inc., based in Geneva, Illinois, with 135 locations. “Are you looking to reach a new audience, drive traffic, increase sales or incentivize trial of a more profitable menu item?”
To maximize sales and traffic, Gianino recommends making the best use of current ingredients while carefully considering the addition of one or two other key items that create excitement and interest. Ideally, these new additions can then be cross-utilized with other items on the menu.
This process may even inspire future innovation. Avery Ward, owner of Little Italy Ristorante in Groveport, Ohio, uses LTOs as a way to test potential new menu items while creating excitement around specific occasions. “We often tie LTOs to holidays—for example, a Valentine’s Day four-course dinner special where we introduce a new appetizer and entree while incorporating existing menu items like salads and desserts,” Ward explains. “While we aim to use ingredients we already stock, we also take the opportunity to test out new ones to gauge guest response.”
Related: How Avery Ward Turned $500,000 in Annual Sales into $5 Million at Little Italy Ristorante
You’ll also want to determine how long the LTO will run. Plapp recommends a 60-day period—enough to get the word out and see how it performs. “Too many LTOs end too soon,” he says. “We tend to assume in marketing that everyone will see what you put out there, when only 3% to 5% of your audience will see it every time you market it. This means it could take 30 days to really catch their attention.”
Finally, consider tapping into other brands and businesses in your area for your next LTO. “Partnerships with other local businesses can be incredible, especially when both marketing departments promote it,” Plapp says. “Graeters Ice Cream in Cincinnati recently collaborated for a chili-inspired ice cream flavor with a local restaurant, Skyline Chili, and the social media attention has been insane. Many people are not even interested in that LTO, but they’re now thinking about ice cream—and people love sharing crazy menu items on social media.”
Gianino agrees that partnerships and collaborations can be a fantastic way to elevate your product and reach a new audience. She outlines a few key components to look for when considering a partnership:
- Choose a two-way partner—someone who will work just as hard as you to promote the new product.
- The ingredient or partner should be authentic to your brand or its DNA.
- Choose a partner that has a strong audience base to support the collaboration, both through social media promotion and dining in.
Building Buzz
Now that you have a winning LTO in place, you’ll need to market it successfully—but you should start thinking about this step well before you launch. “Bring your audience into the process and invite them on social media to be a part of the taste-test panel, or create teasers where you launch a ‘secret menu item’ as an exclusive to mobile app or social media followers first,” Gianino recommends. “Then, when launching an LTO to your team, a good rollout plan can be just as critical as your external marketing initiatives, since these are the folks on the front lines selling the product.”
To get employees on board, Gianino suggests video (or in-person) training, supported by in-store point-of-purchase materials, such as table tents or window clings for them to reference when talking with customers. “A well-constructed employee contest that awards top LTO sales with a prize is another tool for an effective rollout to incentivize and engage the team,” she adds.
Meanwhile, Plapp recommends the following formula when marketing LTOs:
- In-store: Get new shirts for these items and ensure your staff always wears them. Buttons, hats and necklaces are also a great touch.
- Social media and email: Don’t let your LTOs be all you talk about for that period. The LTO should be the headliner, but don’t abandon your regular menu.
- Contests: On social media, leverage contests with posts for LTOs. The more engagement you get, the better your chance of going viral. Guessing what the LTO will be or having customers create their own LTO in the comments will build interest.
- Influencers: They can be instrumental in helping launch LTOs. Get ahead of the curve and have them talking about the upcoming promo weeks before it’s going to drop. Then, when it does, have them revisit and post again.
Don’t forget to monitor your LTO’s progress. To track guest feedback, Ward’s team tags all LTO orders in its guest feedback platform. This allows the company to follow up with customers via a two-question survey to gather direct insights. Additionally, managers are required to table-touch every LTO order, asking guests specific questions about their experience. This hands-on approach helps Little Italy collect valuable qualitative feedback in real time.
“From a marketing perspective, we build anticipation through social media videos, where a team member introduces the item or tries it on camera to generate excitement,” Ward adds. “We support this with email campaigns, Facebook Messenger blasts and targeted database outreach. Finally, employee training is critical to an LTO’s success. The team needs to be fully knowledgeable about the item—how it tastes, what makes it unique, and how to recommend it confidently. Tasting the item firsthand ensures they can authentically engage with guests about it.”
Ward also prioritizes in-store promotion, favoring menu inserts to highlight the new offering cost-effectively. “We also ensure consistent signage throughout the restaurant, including table placards, digital menu boards, and bathroom signage placed above urinals and on stall doors,” Ward says. “If a restaurant has TV advertising boards, featuring LTOs in an engaging way helps reinforce awareness.”
The LTO Aftermath
Had a super-successful LTO launch? You might be wondering if it should become a permanent menu item. “LTOs are great ways to test menu items, but you also have to be careful not to lose the magic the LTO brings every time you launch it,” Plapp warns. “There are many LTOs that hinge on an ingredient with seasonal availability, but assuming that hurdle doesn’t exist, add items that don’t require a lot of new inventory.”
Alternatively, you might want to shelve your LTO for a relaunch in the future. “Let the data tell you if it has earned a place on your menu—or consider how you might best harness its power,” Gianino advises. “When you have a successful LTO that drives both traffic and sales, bring it back strategically during a time when you have soft sales and traffic, or when you have an additional campaign that could benefit from an infusion of traffic. McDonald’s often uses the McRib in this way.”
When it comes to evaluating long-term potential, Ward compares an LTO’s performance against core menu items. “Some successful LTOs have transitioned into permanent additions,” he says. “Others rotate seasonally or are retired if they don’t meet expectations.”
Shannon found a different happy medium for the much-buzzed-about Pickle Bacon Ranch LTO at his locations: placing it on a “secret menu.” With this strategy, customers can still order the specialty pie and feel like insiders, while the pizza maintains its mystique. It’s another win-win for the business and its guests—a creative way to keep that LTO magic alive.
Tracy Morin is PMQ Pizza’s associate editor.
