Sponsored by Litehouse
As the COVID-19 pandemic recedes and consumers look to get out of the house and back into restaurants, many are seeking familiar yet exciting foods. Offering special burgers as Limited Time Offers (LTOs) can help operators generate buzz about their brand, and drive foot traffic and sales from re-emerging consumers.
When executed well, burger LTOs can generate impressive results for restaurants, in part because burgers already rank as one of the most popular foods. According to Datassential Menu Trends 2021 Burger Keynote, 87% of consumers say they like or love burgers.
But for a beefy LTO to be successful, operators must do more than simply offer a meat patty on a sesame bun. They need to take a strategic approach. Here are five burger LTO strategies and menu examples to get you started.
- Try a Twist. A classic burger from a restaurant will always be a favorite—68% of consumers eat burgers away from home each month, Datassential reports. But when it comes to LTOs, restaurant patrons tend to look for fresh takes on old favorites. An effective way to put a twist on a classic is to combine it with another classic, like this BLT Blue Cheese Burger made with bacon, crumbled aged blue cheese, lettuce and tomato on a brioche bun.
- Be Bold. There are endless ways to menu a burger, but a growing number of consumers are seeking one that is novel and exciting. To pique the interest of this group, operators must go beyond traditional offerings and let the culinary team get creative, whether it’s with the type of patty—Wagyu beef, lamb, plant-based—or by innovating with unusual toppings or sauces. Chefs can even get bold with the bun as Flower Burger, a new, fast-casual vegan burger concept, does with its brightly colored buns made from all-natural ingredients.
- Play (up) Chicken. While plant-based is the fastest-growing term on burger menus, chicken is another variation that is growing as well. According to Datassential’s burger report, chicken ranks among the most commonly ordered burger patties at restaurants, second only to only beef and veggie. Chicken burgers especially appeal to niche groups of consumers, such as those looking to reduce their consumption of red meat, individuals with dietary or health restrictions, or patrons craving a less-indulgent dining experience. Opt for a ground chicken patty or marinated chicken breasts like those used in this Grilled Chicken Burger topped with Gouda cheese, Jalapeño Ranch dressing, lettuce and tomato.
- Tackle What’s Trending. While today’s consumers are exhibiting more interest in burger-centric culinary trends, few restaurants are currently offering them. As a result, there is a huge opportunity to take advantage of this unmet demand. Among the top burger trends operators should consider leveraging are breakfast burgers, next-level ingredients and creative condiments. Among the ingredients on the rise are artisanal cheeses such as Gouda, which 50% of consumers say they are interested in trying, Datassential notes. In addition, pimento cheese—often used as a dip—is growing as a burger topping. For example, at Stella’s Southern Bistro in Simpsonville, South Carolina, the Custom House Ground Cheeseburger is topped with pimento cheese and applewood bacon.
- Make it Mainstream. While a segment of customers may be interested in extreme eating or in being the first to sample a hot new ingredient—millennials, in particular—there is a far larger group of mainstream consumers for whom ingredients traditionally associated with burgers still possess broad appeal. According to Datassential, the top burger ingredients consumers find “extremely appealing” or “very appealing” are simple and familiar: all-beef patties, sesame-seed buns, bacon, lettuce, tomato, onions, Cheddar cheese, ketchup, mayonnaise and mustard.
Creating a menu mix that appeals to today’s varied and complex consumers—especially those emerging from the pandemic—is no easy undertaking. More operators are realizing they don’t have to go it alone, though, and are turning to foodservice manufacturers to provide insights into consumer preferences and food trends when developing their next burger LTO.
