Bandwidth on the Run

When LTOs Don't Go As Planned

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Limited Time Offers are almost never just a way to offer customers a special deal. In most cases, they're intended to have a specific result: driving a particular kind of purchase or traffic, improve sales of a high-margin product, introduce a new item to the menu and many other objectives. But it pays to think them through because the "Law of unintended Consequences" can sometimes make them backfire.

For a couple of lessons about "LTOs Gone Bad," all learned by brief case studies of major chains, check out this article by Mark Brandau in this week's Nation's Restaurant News: 

http://nrn.com/article/3-restaurant-ltos-went-bad

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John Lawn

John Lawn has served as editor-in-chief /associate publisher of Food Management since 1996. Prior to that, he was founding and chief editor of The Foodservice Distributor ...
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