The benefits of offering a limited time menu
Offering a limited time menu (LTO) can bring fresh energy to your restaurant, attract new customers, and give regular patrons a reason to return. Here’s how incorporating limited time menus can benefit your restaurant, especially in the UK and Ireland, where diners are often looking for novelty and seasonal flavours.
Creates a Sense of Urgency
Limited time menus create urgency that encourages customers to visit your restaurant before the offer ends. By advertising these dishes as "here for a short time only," you create a fear of missing out (FOMO). This is a powerful psychological motivator.
Example: A restaurant might introduce a seasonal dish like "Winter Spiced Lamb Shank" only available during December. Customers who enjoy festive flavours will rush to try it, boosting foot traffic and sales during this period. Research from the NPD Group shows that 36% of customers cite a limited-time offer as the reason for their visit.
Attracts New Customers
A limited time menu is an opportunity to attract new customers who are curious to try something different. Unique or seasonal dishes can be a great talking point, encouraging first-time visits. This not only drives business but offers the potential to convert new visitors into repeat customers.
Example: Your takeaway or fast-food outlet might offer “Pumpkin Spice Fries” during autumn to appeal to seasonal trends, encouraging people to visit who may not typically dine there.
Boosts Social Media Engagement
Limited time offers make for shareable content on social media. Customers are more likely to post about exclusive dishes or seasonal offerings, increasing your restaurant's visibility online. Platforms like Instagram and TikTok thrive on food-related content, especially when it involves something unique or only available for a short period.
Example: Your pizza restaurant could introduce a “Christmas Pizza” featuring turkey, cranberry sauce, and brie, urging customers to take photos and share their experiences on social media. Adding a social media contest with a hashtag, like #FestiveBites, could further increase engagement.
Encourages Repeat Visits
Offering limited-time dishes also creates opportunities to encourage repeat visits. Regular customers are more likely to return if they know that they can try something new. This also fosters a sense of exclusivity, which can make regulars feel special and loyal to your restaurant.
Example: If you run a takeaway service, launching a "Weekender Special" available only on Fridays and Saturdays could increase weekend orders. Restaurants could rotate this every couple of months to keep it fresh and exciting.
Allows for Menu Experimentation
Limited time menus offer a risk-free way to experiment with new dishes and test customer reactions before committing to permanent menu changes. This is particularly useful for restaurants looking to refresh their menu based on changing customer preferences or new food trends.
Example: Your restaurant might introduce a "Vegan BBQ Burger" as part of a plant-based week. If it performs well, it can then be added to the main menu. Testing new items this way helps reduce the risk of introducing dishes that may not resonate with your audience.
Increases Average Check Size
Customers are often more willing to splurge on exclusive, limited-time items, which can help increase the average order value. You can also pair limited-time dishes with high-margin beverages or sides to maximise revenue.
Example: Your fine-dining restaurant might offer a "Truffle Mac & Cheese" as a limited-time side dish with premium pricing. Patrons might be tempted to upgrade their meals with this exclusive offering, increasing their overall spend.
Reduces Food Waste
Limited time menus can be strategically planned to make use of seasonal ingredients or surplus stock, helping reduce food waste. This is not only cost-effective but also helps position your restaurant as environmentally conscious, a growing trend in the industry.
Example: Your restaurant might run a “Harvest Menu” featuring dishes made from locally sourced, in-season vegetables such as squash and root vegetables. By planning around the seasons, you can minimise waste and cut food costs.
Generates Media Buzz
A well-promoted limited time menu can attract media attention, leading to free publicity and more interest in your restaurant. Press outlets, food bloggers, and influencers love to cover exciting, new, and exclusive dining options. This exposure can put your restaurant on the map.
Example: Your London-based restaurant might offer a "Shrove Tuesday Pancake Feast," featuring decadent, creative takes on the classic pancake for one day only. By sending out press releases to local food bloggers or journalists, you can generate buzz and increase footfall.
