Limited-Time Offers (LTOs) are essential for keeping menus fresh, engaging, and appealing. They play a crucial role in reigniting customer interest, generating buzz, and boosting revenue. And creating seasonal LTOs only amplifies these effects. In fact, 65% of consumers say that simply describing an item as seasonal enhances their perception of the flavor. But seasonality doesn’t have to revolve around the weather. It can also be tied to business cycles, holidays, or cultural trends, giving you the flexibility to craft LTOs that resonate with your audience year-round.
By tapping into the power of seasonality, you can create offers that not only stand out but also generate a sense of urgency and encourage impulse purchases. Whether it’s aligning with back-to-school time, key shopping periods, or even local events, seasonal LTOs create timely relevance. Let’s explore how leveraging seasonality can transform your LTOs into high-impact offers that not only meet consumer preferences but also deliver measurable results.
Why LTOs Succeed: The Power of Scarcity and Seasonality
Scarcity is a powerful psychological motivator. When customers perceive that an offer is limited, it can create a sense of exclusivity and urgency. This feeling of missing out (FOMO) drives them to take action more swiftly. And more frequently. Seasonal LTOs amplify the scarcity effect. When an offer is tied to a specific season, customers are reminded that the season itself is fleeting. This added layer of temporal relevance increases the chance of your LTO being top of mind and compelling.
We’ll give you an example. Take the most infamous seasonal flavor around: pumpkin spice. The flavor alone drove retail sales through the roof last year, amassing $800 million in increased revenue. Its popularity extends far beyond coffee shops, making its way into everything from candles and snacks to beauty products. With the power to evoke cozy, autumnal vibes, pumpkin spice has become a seasonal marketing powerhouse that capitalizes on consumers’ growing desire for comfort. Historically, we’ve seen leveraging it and other fall flavors boost engagement and drive sales year after year. But the power of the seasonal offer isn’t confined to just the colder months. Celebrations of spring and summer also drive customer engagement, and overall incorporation of seasonal menu items has been shown to increase sales by up to 26% .
Leveraging True Seasons: Aligning LTOs with Seasonal Changes
Designing a seasonal flavor doesn’t mean you need to reinvent the wheel. Often it’s as easy as altering core menu items with a seasonal ingredient to create a timely and relevant offering.
Take Smalls Sliders for example. When summer rolled around, the quick service restaurant brand decided to offer their fans an Orange Dreamsicle shake flavor. Which really only entailed adding the orange flavor to their original vanilla shake. Sometimes the best ideas are the simplest.
If you really want to make a splash with a new seasonal flavor, you might consider thinking about more than just the taste. Limited edition packaging drives even more excitement and enhances the appeal of your seasonal products. Consider using seasonal colors, themes, imagery and designs to subconsciously illustrate the importance of timely engagement with an offer that won’t be around long. Visuals that reflect the season’s colors and themes can help your offers stand out and be memorable.
Take a look at Starbucks’ holiday campaign for example. They not only introduce a variety of LTO flavors, but also create cheerful cups and marketing materials that further capitalize on the joy of the season.
Beyond the Calendar: Leveraging Business Seasons for LTOs
Seasonality isn’t just about the weather—it also refers to the unique cycles within your business, such as slow periods or times of prime promotional opportunity. Business seasons can include anything from post-holiday lulls to industry-specific peaks like back-to-school shopping or tax-free days. Recognizing these patterns allows you to strategically plan offers that capitalize on consumer behavior during these times. For example, loyalty programs can be enhanced with exclusive, time-sensitive events or rewards that drive engagement during slower months. Additionally, partnering with local businesses or complementary brands for co-branded, limited-time offers can help you tap into new audiences and create buzz, ensuring that your business stays top-of-mind throughout the year.
Our work with Miller’s Ale House is a great example of a seasonal LTO that is not tied to a change in season, rather a specific event or theme. With limited edition menu items and even a social media challenge, this LTO drew in traffic and boosted engagement with the brand.
Overall, seasonal LTOs are a surefire way to spark excitement, boost sales, and keep customers coming back for more. They help you stay on top of trends, test new ideas, and create that “gotta have it” feeling. Ready to turn up the heat on your sales? Push can help you design LTOs that pack a punch for your brand and audience—let’s talk!