OPINIONMarketing

If there's an LTO Hall of Fame, these items would be in it

Restaurant Rewind: Draws like pumpkin spice latte and the McRib weren't always the surefire hits they've become.

‘Tis the season for steamed-milk mustaches and pumpkin ending up where no squash has gone before. Like the swallows that made Capistrano famous, restaurant marketers seem to know instinctively that it’s time to bring out their riffs on the pumpkin spice latte.

More a blend of pumpkin-pie seasonings than a true jack-o-lantern extract, the PSL and its derivations have proven they’re among a select group of limited-time offerings that draw a fanatical response no matter how many times they’ve been offered.

This week’s edition of Restaurant Business’ Restaurant Rewind podcast looks at the Big Three traffic-drivers within that elite LTO group. Host and Editor-at-Large Peter Romeo recounts the sometimes bizarre turn of events that established PSL, the McRib and the Blizzard as surefire hits.

Download this and every episode from wherever you get your podcasts.

 

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.

Multimedia

Exclusive Content

Marketing

Older brands try new tricks in their quest to stay relevant

Reality Check: A number of mature restaurant chains are out to prove that age is just a number.

Financing

At Papa Johns, delivery shifts from its own apps to aggregators

The Bottom Line: The pizza delivery chain’s business with companies like Uber Eats and DoorDash is thriving while its own delivery is slowing. But this isn’t the beginning of the end of self-delivery, CEO Rob Lynch says.

Topics

How the shift to counter service has changed Steak n Shake's profitability

The Bottom Line: Sardar Biglari, chairman of the chain’s owner Biglari Holdings, details how the addition of kiosks and counter service has transformed restaurants.

Trending

More from our partners