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LTOs are a proven method to create buzz around a restaurant’s menu. It gives operators the flexibility to experiment with new flavors and concepts without making long-term commitments. By tapping into trends or holidays, like National Pasta and Pizza Month in October or Valentine’s Day in February, restaurants can capitalize on customer curiosity. “The right LTO, whether seasonally or creatively driven, or centered around a theme, always draws people in,” says Kevin Felice, vice president of the 40North at Villa Restaurant Group.
The key to a successful LTO is finding the balance between something innovative and recognizable. Customers may be hesitant to try completely unfamiliar dishes, but if the offering is rooted in something familiar, the chances of success increase. This is why pasta makes a great base for LTOs: it’s familiar, loved/liked by 89 percent of consumers, according to Datassential, and offers endless possibilities for creative variations.
“For me, pasta is a great menu category for trying new things because people are already comfortable with the basics,” Felice says. “They understand what pasta is, so if you can incorporate fun ingredients or new items into something familiar, they’re more likely to give it a try. There’s comfort in knowing what a bowl of pasta is, and it provides a safe way for people to experiment with new ingredients or flavor profiles they haven’t had before.”
To truly stand out, LTOs should be visually appealing, taste great, and perform consistently. This is why pizza operators have experienced success with simple innovations like heart-shaped pizzas, and the new, limited-edition heart-shaped Barilla Love pasta offers another way to tap into this concept. “The appeal of the heart-shaped pasta is obvious; it’s cute, fun, and looks great on the plate,” says Felice. “On special occasions, small details like these make a big difference.”
Pasta is a versatile dish that can stand alone or pair with popular menu items. A heart-shaped pasta with “rosa” tomato-cream sauce is perfect for a Valentine’s Day menu, or a baked item with roasted fall flavors for National Pasta Month. For a side, it can be used for truffle heart mac and cheese paired with popular items like wings. Pasta’s ability to maximize existing SKUs and sauces, particularly in the pizza category, makes it an easy addition to the menu.
Pasta is also quick and easy to prepare without highly skilled labor, which is crucial for restaurant operations. “Speed of service is important in the pizza category, and a delicious bowl of pasta can be served fast,” Felice says. “Pasta is quick from both a kitchen and guest perspective.”
Additionally, pasta is profitable. Operators can control portion sizes and ingredient costs while offering a dish that feels indulgent and satisfying to the customer. With the right sauce or toppings, a simple bowl of pasta can deliver value to the guest while maintaining excellent margins.
As the need to drive traffic only increases, using LTOs can be a winning strategy, especially with an easy, versatile, profitable, and popular item like pasta. Available only for a limited time, Barilla Love adds an instant hook to the menu, offering more than just the visual appeal of the heart-shaped rigatoni. It comes with Barilla’s well-earned reputation for quality, a legacy shaped by over 147 years in the pasta business.
Supplies are limited! For samples and more information, visit the Barilla website today.
