Foodservice operators face a softening market in 2025, but limited-time offers can help them stand out by introducing creative, seasonal menu items and serve as a powerful tool for operators to differentiate themselves in a competitive market. Timing LTOs with seasonal ingredients and trends can help operators create buzzworthy menu items that attract customers, says Zachary Greatting, culinary content chef for Simplot, who also provides some insights below on how to how to leverage available resources like the 2025 LTO Planning Guide and Promo Kit to advertise these offerings, drive consumer engagement and boost brand loyalty.
What do you see as the biggest challenges for foodservice operators this year?
From the data we are seeing, 2025 is going to see a softening market. Like any speculative forecast, I like to take it with a grain of salt, so to speak, but I think there are some things operators can do to fight back. To capture the attention of consumers who are more discerning about where and how they spend their dollars, operators must set themselves apart and LTOs are a great way to accomplish this. A fun, compelling, intriguing and even trendy menu item can entice people to say, ‘Let’s go there,’ over an establishment that’s doing the same old thing. Putting in the effort to keep things, fresh, seasonal and on-trend is noticeable in the marketplace and the data supports the power of LTOs.
How can limited-time offers support operators as they face these challenges and what makes an LTO successful for both consumers and foodservice operators?
LTOs offer the opportunity for operators to differentiate themselves and capture more consumers by leaning into creative menu ideas. From national accounts to your favorite local pub, we’ve all had that experience when a special is announced and the combination is just too good to pass up. Timing your LTO with the season and the right ingredients is imperative, but advertising your culinary creation is equally as important. Social media is a powerful tool that plays an important role in the virality of a truly great LTO. A well-thought-out promotional campaign that drives consumers into your establishment creates excitement and brand loyalty and an LTO is a great way to use interesting videos and beautiful images to bring people in. Consumers are always looking for the next great trend in foodservice–both to experience and share it online; it’s just the reality of our world in 2025. Operators should capitalize on this by encouraging consumers to share post-worthy photos and videos of your latest LTO with them on all social channels to drive traffic and profitability.
What foodservice trends are you seeing this year and how can operators appropriately plan for these? How are LTOs influenced by these trends?
One of my favorite parts of my role at Simplot is creating the recipes and content for our Trend Feast® Guide This project is all about looking ahead at trends in the marketplace and creating recipes that drive these trends while incorporating Simplot products. We.we are just getting ready to launch the Spring/Summer edition, and I can’t wait for everyone to see what we put together. From creative drinks to newstalgia, Trend Feast® covers 16 recipes to inspire operators to think outside the box and create interesting innovative menu items that drive traffic. We continue to see world flavors and fusion leading the market as well as incorporating avocado in all dayparts. Swicy continues to be a trend this year bringing sweet and spicy flavors together through sauces and playful desserts.
We recently launched our LTO calendar for 2025 and encourage operators to use this planning guide to get ahead of the curve. It’s another great resource Simplot offers to bring more value to our operators beyond just providing incredible product solutions. We take the time to do the research, bring the creativity and truly be a partner for our customers. Small- and even medium-sized businesses do not always have the time or resources to research and get ahead on LTOs, but we are here for that, and I think it’s something that sets Simplot apart in the industry.
How can operators balance innovation and consistency when developing new LTOs?
This is a great question and something that cannot be overlooked. It is always fun to come up with a wild idea and see how it lands, but consistency is key in foodservice. There’s a saying in the chef world that you are only as good as your last plate, and I think that message is key when attempting a successful LTO. Operators should stay focused on creating something on-brand and more importantly a menu item that can be folded into their day-to-day operations without breaking the back-of-house flow. Using ingredients you already have to create the base in tandem with a trendy new sauce or ingredient can help accomplish this with ease. Our avocado spreads are a great example of this. Bringing in our Harvest Fresh® Everything Bagel Flavored Avocado Spread and adding it to a burger or chicken sandwich is a simple way to create an LTO while mitigating risk. We took the time for innovation on this and many other products, so leaning on partners like Simplot is a great way to stay consistent while still being innovative.
What Simplot products are you most excited to see incorporated into 2025 LTOs?
I just mentioned our Everything Bagel Flavored Avocado Spread, but we have two other flavored avocado spreads as well. They are great products and take the guesswork out of a simple menu addition that can create LTOs that are easy to accomplish. Our website is full of recipes that inspire ideas on how to fold these in. I’m also excited about our Simplot Simple Goodness™ Premium Vegetables RTE Caramelized-Style Onions. This product is so versatile offering a simple upgrade to a burger to integrating beautifully in a soup/chowder. They are fun to work with and again take the guesswork out of building an LTO. On the fry side of the portfolio, I am obsessed with Conquest® Delivery+®. This line of fries is so versatile because of the coating innovation that allows them stay crispy with a 40+ minute hold time. There are unique cuts to suit every operator’s needs and I particularly love to use them in a loaded application which always makes for an impressive LTO.
What strategies can operators use to ensure their LTOs stand out in such a competitive market?
- Combine your LTO with a promotional campaign to advertise and engage with customers. Don’t be afraid to appear in the videos and show how you are making the menu item. People love a glimpse in the kitchen and to connect with the humans behind the creativity.
- Lean on your suppliers for innovative solutions. We’ve taken the time to create products that save time and labor to drive profitability. Beyond that we have incredible resources like the LTO calendar and promo kit that can inspire creativity and assist with planning ahead.
- Seasonal and buzzworthy names are just as important as the actual menu item. A great name can capture your audience in tandem with beautiful images. A spicy gochujang aioli, utilizing maple and pumpkin in the fall, a fun tropical fruit in the late spring to inspire summer vibes and an avocado spread burger on holidays like St. Patrick’s Day are all examples of keeping it playful.
Also, make it feel exclusive or even scarce. Consumers love the chase, so offering something like truffle berry sliders for the big basketball tournament only during March can help get people through the door because they must make it in time to try the premium offer.
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