Could the era of nonstop LTOs – limited-time offers – in fast food be coming to a close? The industry’s new trend just might be fewer new things on menus.
In the quick-service restaurant world, the consensus has been that consumers just can’t get enough of limited-time offers like McDonald’s Shamrock Shake, Wendy’s Pretzel Bacon Cheeseburger, and Starbucks’ Pumpkin Spice Latte. In addition to these items being deemed as exciting, new, and/or quirky, the limited-time aspect puts pressure on consumers to act now or risk losing out on their chance at a taste. This psychological gamesmanship is widely credited as the main reason that the McDonald’s McRib is a big hit when it periodically appears on menus for brief moments in time.
There may be signs, however, that some have been pushing the LTO angle too hard. Continue reading . . .