Fostering Loyalty for QSRs: How Branding Helps LTOs Boost Sales, Traffic, and Affinity
Trying something new will always be exciting. That’s why limited-time offers (LTOs) are vital for restaurants in this era of fast-paced trends. LTOs generate buzz and create an idea of exclusivity and scarcity, encouraging customers to take advantage of the offer before it’s gone. In fact, according to one study, 91% of customers are more likely to visit establishments that offer something new and fresh. This allows QSRs (quick service restaurants) to test new items without much risk.
Food Influencers and Virality in the Digital Age
It’s undeniable that in this day and age viral content is highly influential. Food influencers are on the rise, and they carry with them huge social media followings and communities that QSRs can tap into. These influencers become a part of the decision making process for restaurants, to see what sells and what doesn’t.
Keep Your Finger on the Pulse
QSRs must act quickly when trends pop up if they want to stay relevant. Trends come and go in the blink of an eye, so if you can strike the iron while it’s hot, you’ve got a winning strategy! While it’s important to stay in-the-know and capitalize on emerging trends, it’s just as important to not come off as too “trendy”. If every other competitor is coming out with a pumpkin spice drink or dessert in the fall, it may be beneficial to offer something unique so that customers will be more likely to try out your LTO over another. Tap into seasonality and flavors—instead of pumpkin spice, think sage, apple, nutmeg!
Use Seasonality to Your Advantage
Holidays and other major events are perfect for crafting enticing LTOs. Take Chipotle for example: for the last five years, they’ve held a BOGO entree deal to celebrate the Stanley Cup Playoffs. All you need to do is walk into a Chipotle wearing a hockey jersey on the specified day and you get the deal. This is such a fun way to get people through the door, and holding this deal every year is a great way to boost social engagement and brand loyalty.
Another great example of capitalizing on holidays for LTOs is Starbucks. Their iconic holiday cups (and seasonal flavor offerings) are something people wait nearly all year for, and when they come out the stores are flooded with people looking to grab one. Their foot traffic metrics and revenue soars–and it’s all just for a cup.
Branding LTOs for Customer Loyalty
Branding your LTOs is a smart choice for QSRs–they become something instantly recognizable with your establishment and foster customer retention. Filipino fast food chain Jollibee offers “Meal Deals” throughout the year, featuring their classic Chickenjoy, Chicken Sandwiches, or even Holiday Meal Deals. Here at BRIGADE, we’ve helped Jollibee establish a look and feel for these meal deals, creating something memorable and long-lasting that keeps customers coming back.
Fan Faves to Forever Faves
With a unique and well-timed offer, a good marketing strategy, and a bit of luck, an LTO could even earn a permanent spot on your menu. This happened at Newk’s Eatery with their Pesto Pasta Chicken Caesar Salad, which was such a fan-favorite that they decided to keep it forever.
To Summarize
There are many ways QSRs can work towards fostering loyalty with their customers, including ensuring exceptional service and quality, crafting engaging loyalty programs, and promoting exclusive LTOs that will keep people coming in the door for more. Stay connected, act fast, and keep a close eye on Gen Z and Gen Alpha—they’re the real trend makers right now.
