When adding new offerings to the menu, we suggest testing first. Some brands test by adding items in specific stores first, while others engage in a company wide limited-time offering, and then permanently add the most popular and profitable items to the menu.
Many companies test using both of these methods, deciding which to use based on the product being tested. The major difference between the two is that when introducing items into specific stores first, items are usually added to the regular menu and promoted through traditional and new menu outlets. When a restaurant opts to offer a limited-time menu, the menu is actually a promotional item with new items, not a menu.
Using test stores
Some brands use test stores in very rural areas, so word of mouth doesn’t spread too quickly about their new menu offerings. Others use test stores in large markets to gain a larger perspective of new items. When restaurants use test stores, they are usually looking for 4 things:
- Can the kitchen keep up with demand?
- Will the new product sell? Are people making special visits just for the new item?
- How can new items be made utilizing existing ingredients, and minimizing new ingredients necessary?
- How do new items affect restaurant profitability?
Limited-time offerings
Limited-time offerings (LTOs) are a great option for seasonal products and to react to guest feedback. Use table tents to showcase LTOs when testing out new drinks or desserts, and menu inserts to promote the LTOs that are meal based.
Companies also use LTOs to bring back popular items and gain sales and create hype. McDonald’s offers the McRib as a LTO, and incorporates the offer into a larger marketing strategy. In 2005, McDonald’s started the “McRib Farewell Tour” while simultaneously creating a petition website to “Save the McRib”. McDonald’s made the McRib something special, and engaged their customers to join a cause with the LTO.
It is important to consider the impact of a LTO on the brand. The LTO must be aligned with the menu design, while at the same time serving as a marketing piece, and matching the rest of the marketing collateral. In the end, all print and digital pieces surrounding the LTO should be a hybrid of the brand marketing collateral and the printed menu.
Do you need help planning a limited time offer or test menu? Please let us know, we’d love to help!