The LTO Phenomenon Is Not a Limited Time Opportunity

Sitting on the sofa late one weekday evening, I was surprised at a sudden turn my family conversation took. “Did you try those taco fries yet?” We’re occasional QSR consumers, but it’s not often at the level of family discussion.

“Um, no, but they look awesome. And what’s with those ads? They’re like a movie or something.”

Five ways restaurants are using technology to succeed with aggressive LTO strategies

The cheesy conversation continued. And, yes, we all eventually went and tried the fries. It seems this is a relatively new phenomenon: restaurants have figured out a winning recipe for limited time offers that inserts innovative (crazy?) products, and their respective brands, into the pop culture conversation. People are instagramming their fast food. They’re interrupting late night conversations with intrigue about Taco Fries.

As it turns out, limited time offers (LTOs) effectively create the promise of a short-lived and scarce opportunity, and that creates a…