Kim Jensen-Pitts, chief marketing officer at Cowboy Chicken—a Dallas-based, casual restaurant chain that specializes in real wood-fired rotisserie chicken—said limited-time offerings (LTOs) or limited-time menus are a great way for restaurants and bars to create excitement and news around the brand, especially for those with a limited marketing budget.
LTOs are also a good tactic for exploring and testing new menu items, according to Jensen-Pitts. For example, the Cowboy Chicken team was trying to figure out how they could do their own version of chicken tenders, but in the brand’s artisan way. “At one point, we even experimented with taking the wood-fired chicken off the breast and slicing it in a tender style and actually frying it, so we called it Rotissafried,” she said. “From a marketing perspective, of course, I love it. It’s very artisan, but it was too labor intensive.”
Cowboy Chicken ended up doing a fresh, crispy chicken tender that was a complement to their regular offerings, but something different. In the end, the new offering became one of the restaurant’s most successful LTO roll outs, and it now makes up an estimated 10 percent of the chain’s sales.
“A lot of times we’ll do an LTO and it ends up becoming a part of the permanent menu,” said Jensen-Pitts, who noted that her job, from a marketing perspective, is to push the envelope and try to create something innovative—like the idea of Rotissafried. "However, it’s got to work from an operational standpoint," she said.
Whenever Cowboy Chicken launches a new LTO, they leverage it in a big way—including social media, traditional press, digital media, email communications to loyalty customers, etc.—to increase popularity for the brand.
“Using LTOs gives us a chance to talk about something new and, quite frankly, to get new guests,” said Jensen-Pitts. “Cowboy Chicken has been a legacy brand, around since 1981, and, as you get older, your guests can get older, too. So, it’s a way to bring in new people and a younger demographic.”
Why Should Your Bar or Restaurant Consider LTOs?
St. John Frizell, a restaurateur and co-founder of Gage & Tollner, the landmark chophouse in downtown Brooklyn, and a partner with Sunken Harbor Club at Cambridge Beaches in Bermuda, said bars and restaurants should consider LTOs because it’s a marketing tool in every owner’s and operator’s tool box.
“Each one is an event that gives you an opportunity to reach out to your customers and invite them to return—and hopefully remind them how much they like your restaurant,” said Frizell. “The specific dates of the promotion also provide a handy ‘peg’ for service journalists to hang a story on. The finite scope of the promotion also creates a scarcity for the items on the limited-time menu."
At Sunken Harbor Club at Cambridge Beaches, a recent promotion includes craft cocktails that are already strongly associated with the establishment in the local market, so they’re leveraging their core competency. Frizell said the promotion took place during a time when the restaurant could use some revenue growth (March, during the off-season), so they also introduced a new product, Sunken Harbor Club Navy Strength Rum.
Dane Stewart-Disch, product research and development manager at the Better Buzz Coffee Roasters chain, pointed out that LTOs can shake things up and attract more guests, in addition to boosting a bar or restaurant’s online presence across social media. Better Buzz is known for its range of handcrafted beverages, small batch coffees, and made-to-order food items. Their new spring menu—available at all locations in Arizona, California, and Nevada—features items such as a Coconut Sugar Cinnamon Swirl Latte, a Cucumber Mate Lemonade, and a Dream Big Quinoa Bowl. Their Chili Crunch Breakfast Wrap was a huge hit as an LTO, and it made its way to the chain’s permanent menu.
“By offering unique dishes for a short period, we create a sense of urgency that encourages people to visit before the offer ends,” said Stewart-Disch. “At Better Buzz, we also run LTO items when we open a new restaurant to help draw existing guests to try out a new location. We also like to run a rotating LTO menu at all our locations, so that our guests always have something new, unique, and delicious to try throughout the year.”
Brandon Thordarson, executive chef, at Moxies—a Canadian and U.S.-based chain of culinary-inspired restaurants—said that, ultimately, LTOs drive guest traffic, increase intent, and boost sales.
“If you rely solely on a core menu, introducing new food and beverage offerings helps re-engage lapsed guests who may need an extra push to return,” said Thordarson. “LTOs also energize your marketing team, giving them fresh content to promote, while keeping your internal team engaged and excited. As much as they benefit guests and sales, they also create a positive ripple effect across your entire operation.”
Kevin Curley, vice president of culinary and concept development at The Greene Turtle, a sports bar and family chain of U.S. restaurants, agreed that LTOs are one of the most effective tools in a bar or restaurant’s toolbox.
“One standout was our patty melt—it was indulgent, unique, and still felt true to The Greene Turtle’s DNA,” shared Curley. “It hit that sweet spot of crave-ability and comfort that really connected with our guests. It’s a great example of how limited-time offerings can deliver on excitement while informing our broader culinary strategy.”
Curley said The Greene Turtle takes a very intentional approach to LTOs. “Recently, we’ve used LTOs to explore new menu platforms like melts and flatbreads, which allow us to test guest interest and operational feasibility without a permanent commitment upfront,” he explained. “One of the melts we tested performed so well, it made its way onto our core menu—that’s a win in our book. These kinds of limited-time offerings not only excite our guests, but also give us real-time feedback that helps shape long-term menu development.”
CJ Ramirez, executive vice president of marketing at Dog Haus, the award-winning national restaurant and sports bar brand, said LTOs not only excite their regulars, but also encourage them to bring friends, driving trials and check averages.
“Customers often visit for their favorites but share an LTO to explore something new without full commitment,” said Ramirez. “Over time, our LTOs have cultivated a passionate community of brand ambassadors who organically promote our new menu items.”
To make some of their LTOs highly successful, Dog Haus partners with celebrity chefs, award-winning chefs, and mega social media influencers to further amplify awareness and demand.
For example, Dog Haus’ Big Hac, by culinary YouTuber Josh Elkin, was one of the brand’s most engaging LTOs. The Big Hac is an elevated, two-layered sandwich with six ounces of smashed Angus beef, American cheese, secret sauce, lettuce, pickles and onions, plus a grilled cheese sandwich in the middle, all on a toasted Big Marty’s sesame seed bun. “With over one million Instagram followers, Josh’s influence played a key role in its success,” said Ramirez.
Ramirez stressed that the key takeaway is to use LTOs as a creative outlet to push boundaries, while maintaining brand authenticity. For Dog Haus, this means focusing on collaboration and community rather than just seasonal timing.
In addition to celebrity and influencer LTO collaborations, Dog Haus strategically aligns LTOs with key brand initiatives, including charitable efforts like No Kid Hungry and disaster relief (e.g., Maui and Eaton Canyon Fires). They also tie them to national celebrations, such as Hawaiian Foods Week, incorporating seasonal flavors.
“Historically, an LTO runs for four, six, or eight weeks across all locations,” said Ramirez. “Franchisees receive an LTO schedule in advance to prepare their teams for seamless execution. Our marketing efforts include national PR outreach, securing national and local TV coverage, as well as leveraging Dog Haus’ owned channels—social media, non-paid influencer endorsements, user-generated content, email, SMS, and Haus Rewards push notifications. Additionally, each Dog Haus location submits a photo of the LTO item via an internal survey, doubling as a readiness checklist to ensure accuracy and consistency.”
Overall, LTOs reinforce Dog Haus’ brand, said Ramirez. “When James Beard Award-winning chefs, Food Network stars, or YouTube sensations choose to collaborate with us, it validates our brand in the culinary/foodie world,” he explained. “In today’s digital landscape, earned trust is more valuable than paid social mentions. The demand we see proves that guests expect us to push the boundaries of flavor and innovation—and that’s what keeps them coming back.”
When’s the Best Time to Launch an LTO?
Stewart-Disch, of Better Buzz Coffee Roasters, said they typically run five LTO menus a year. This gives them two to three months per LTO.
“We believe that this is the sweet spot for run time, as we get enough data to see if an item should make it onto the full-time menu,” said Stewart-Disch. “These LTO launches roughly line up with the seasons and different holidays throughout the year, this helps to set up our cadence but doesn’t necessarily dictate the menu. We want our items to make sense for the time we are releasing them, but to really be based on capturing a new, unique, and fun trend rather than strictly the seasonality.”
Curley, of The Greene Turtle, said seasonal LTOs still have their place, but they’re finding more value in using limited-time-offers to test platforms with staying power, like handhelds, melts, bowls, or flatbreads, because those items can have real legs beyond just a six-week window.
“My advice: Don’t limit your LTO calendar to the seasons—think strategically about what you want to learn from the offering, and how it could help evolve your menu in a smart way,” said Curley.
Frizell, of Gage & Tollner and Sunken Harbor Club, warned not to overdo it with LTOs. “You want to make sure that your guests don't get tired of hearing from you,” he advised. “You can't run a limited-time menu every week. Be strategic and target the periods of time where you can have the most impact, with pegs that feel natural—i.e., new product launches and anniversaries—and will have the most impact on your bottom line.”
LTOs and What’s Trending, Tapping into Trends
Stewart-Disch, of Better Buzz Coffee Roasters, said that over the years, they’ve seen and been a part of many trends, especially with coffee. Some of them come and go in no time at all, and some, like cold brew coffee and matcha, have really stood the test of time.
“One of the huge benefits of an LTO is that you can pretty easily be an early adopter for emerging trends without a ton of risk,” said Stewart-Disch. “Even if a trend is here and gone in a matter of months, with an LTO, you are able to capitalize on that trend and move on without investing too much into it.”
At Better Buzz, they learned it can really pay off to take a risk and be on the leading edge of trends, especially if the focus is on utilizing those trends with high quality ingredients, said Stewart-Disch.
At The Greene Turtle, Curley and his team are seeing a lot of brands shifting focus toward value-driven offerings, so that’s a trend they’re leaning into that trend right now.
“Guests are more price-conscious than ever, but they still want to feel like they’re getting something exciting and worthwhile,” shared Curley. “So, rather than constantly bringing in new SKUs or building entirely new platforms, we’re looking at how we can leverage our existing ingredients and prep methods to create craveable, high-perceived value offerings.”
Don’t Make These Mistakes with LTOs
Frizell, of Gage & Tollner and Sunken Harbor Club at Cambridge Beaches, said the biggest mistake an owner/operator can make when creating a limited-time promotion is to offer that special menu at a time when the establishment is already very busy.
“If you're already busy on Saturday nights, for instance, build your promotion around other times of the week. Otherwise, the only effect your promotion will have is to annoy the guests who show up for the promotion, but then can't get seated,” said Frizell.
Curley, of The Greene Turtle, said the biggest mistake is launching an LTO that’s not operationally executable. “If your kitchen can’t execute it consistently or the ingredients don’t cross-utilize, it’s going to create friction,” he said. “Another misstep is putting something out there without a clear purpose—LTOs should have a goal. Are you testing a price point? A menu build? A new prep process? Know what you’re trying to measure.”
Thordarson, of Moxies, added that failing to market test menu items before launching them is a critical mistake. “You want to ensure an LTO resonates with guests and drives traffic,” he said. “Simply rolling out new items and hoping they succeed can backfire, resulting in wasted effort and missed opportunities.”
Dog Haus’ Ramirez said one LTO mistake he’s learned from is having extremely limited items selling out too quickly. “While sellouts seem great on paper, they can frustrate customers who missed out, ultimately limiting the impact of the LTO campaign,” he said.
Experts Share Best Practices for LTOs
Whenever you run an LTO, it’s “super important” to set yourself up for success, according to Stewart-Disch of Better Buzz Coffee Roasters.
“Make sure your teams are well trained and knowledgeable on the items, make sure you have a robust marketing campaign to make your guests aware of the menu, and run frequent quality checks during the run,” said Stewart-Disch. “Have a plan for promoting your LTO both in your business as well as online/social media. Track your sales weekly over the course of your offering and monitor your social media feedback after the offer is over.”
Thordarson, at Moxies, advised owners and operators to take the time to research, develop, and market test LTOs.
“Gather guest feedback, analyze the data, and build a plan that sets you up for success,” said Thordarson. “Ensure the items not only taste great but also photograph well and have a strong marketing angle. In today's world, making it ‘Instagrammable’ is key.
Thordarson encouraged other operators to try an LTO launch, especially if they’ve never done one before, or if they’re noticing guest counts are dwindling or staying flat. “If you have a creative chef but a static core menu, an LTO can introduce excitement,” he said. “However, don’t overdo it—focus on what you can execute well. Typically, two to four food items and two to four beverages are enough to drive staff engagement, guest traffic, and overall success.”
Curley, of The Greene Turtle, offered some do’s and don’ts for LTOs.
Do:
- Use limited-time offerings as intentional tests for future core menu additions.
- Collaborate early with operations to ensure smooth execution.
- Promote them with a strong narrative and visual presence.
- Keep the messaging clear and time-sensitive—it should feel exclusive and limited.
Don’t:
- Overcomplicate the item with hard-to-source ingredients or complex prep.
- Treat the LTO as just a filler—it should be a strategic move, not just seasonal fluff.
LTOs Are More Than Just a “Moment”
In the end, when LTOs are done right, they generate buzz, drive sales, and serve as a pipeline for innovation, according to Curley.
“For us at The Greene Turtle, it’s about balancing guest excitement with operational practicality and long-term strategy,” he said. “Whether it’s testing melts, flatbreads, crushes, or other new ideas, we’re always looking at LTOs not just as a moment, but as a potential menu evolution.”
Aaron Kiel is an award-winning journalist and public relations professional in Raleigh, N.C. He’s worked in the beverage, tea, and coffee industries for two decades, as well as hospitality and technology. He’s a journalist at heart, but he also wears a PR and communications hat through his consultancy, ak PR Group. Aaron is a contributing writer/reporter for Questex’s Bar & Restaurant News and he’s a past editor of Questex’s World Tea News. In 2023, he was a finalist and honorable mention in the “Folio: Eddie & Ozzie Awards” for “Range of Work by a Single Author – B2B” for World Tea News, and in 2024, he won two awards for his work with Bar & Restaurant News, including a Gold Northeast Region Award in the American Society of Business Publication Editors’ (ASBPE) Azbee Awards under the “Diversity, Equity & Inclusion” category, and a “Folio: Eddie & Ozzie Award” in the B2B article category for “Culture & Community.” He also received a 2024/2025 ASBPE Diversity Fellowship Award, which supports and recognizes diversity in the field of B2B journalism. Connect with him on Instagram: @adventurer_explorer or visit akprgroup.com.
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