A Deeper Dive Why restaurant chains are pushing so many new menu items
May 28, 2025
Katie Belflower, Manager of Menu Research and Insights at Technomic, dives into the restaurant industry's surge of limited-time offers (LTOs). With a 200% increase in five years, she reveals how social media, especially TikTok, is reshaping dining experiences and brand strategies. They discuss the popularity of trends like 'dirty soda' and the need for restaurants to innovate to attract customers. Belflower also touches on the challenges of pricing and traffic in a competitive market, underscoring the risks and rewards of frequent menu changes.
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Rapid Growth of Limited-Time Offers
- Limited-time offers (LTOs) have grown over 200% in five years and outpace core menu changes.
- Restaurants use LTOs mainly to attract customers with unique, craveable items for a short time.
Social Media Drives Menu Innovation
- Consumers want innovation reflecting adventurous, global flavors and viral social media trends.
- Social media, especially TikTok, drives restaurants to adopt trending limited-time offers.
Crumble and Velvet Taco Innovation
- Crumble innovates weekly with new cookie flavors influenced by social media and viral trends.
- Velvet Taco uses weekly taco specials featuring adventurous combinations to attract customers.