Podcast Summary

Podcast: Restaurant Unstoppable with Eric Cacciatore
Episode: 1230: What you need to know about L.T.O.’s with Anna Neave
Date: October 23, 2025
Guest: Anna Neave, Owner of Sweet Treats, Independent Fractional CMO

Main Theme & Purpose

This episode focuses on Limited Time Offers (LTOs) in the restaurant industry: what they are, why they're powerful, how to craft them for success, common pitfalls to avoid, and effective ways to measure and sustain results. Anna Neave, an experienced marketer and operator, shares actionable insights for restaurateurs looking to use LTOs to drive engagement, increase check size, boost covers, and create repeat business, all while keeping operations streamlined and costs in check.

Key Discussion Points & Insights

1. LTOs: Why They Matter (05:57)

• LTOs are a versatile marketing tool, giving teams a fresh story and guests a reason to visit now.
• "It gives your guests a reason to choose you that week. It creates a little bit of urgency for regulars and when done right, is actually kind, cheap marketing." — Anna (05:57)
• LTOs allow creativity for teams without overhauling the core menu.

2. Setting Clear, Measurable Goals (08:03)

• Design LTOs to solve one specific problem:
  • Drive midweek covers (more foot traffic)
  • Increase check size (increase spend per guest)
  • Encourage repeat visits (build loyalty)
• Pick one goal to guide LTO design and execution.

3. Tailoring LTOs To Objective (09:51)

• Anna leans toward LTOs for repeat visits:
  • "If you can give them a reason to come back again and then come back again, you’re creating a habit. And that’s usually the best way." (09:51)
• Example: "Burger/Taco Series" — A rotating menu item that encourages guests to return for the next installment of the series. (10:40-11:32)

4. Simplicity is Key (11:42-12:46)

• Limit new SKUs to 1–3; leverage existing inventory.
• Complicated LTOs cause operational and training headaches and can introduce waste.
• "You want to make sure that you're not bringing something in that's going to increase waste or complicate training." — Anna (12:13)

5. Finding Your Hook (13:00)

• Every LTO needs a compelling reason for your audience to care.
• Strong hooks include:
  • Seasonality (e.g., Pumpkin in fall), chef’s creation, collaborations (local companies, influencers, suppliers), and trends/cultural moments.
• Social sharing and behind-the-scenes stories deepen engagement.

6. Collaboration & Community Involvement (17:11)

• Invite regulars to taste and give feedback before launch — creates buy-in and buzz.
• Use interactive social content—polls about flavors, “help name this taco,” etc.
• "Your regulars are going to tell you what they really think because they come often. They want you to succeed." — Anna (16:06)

7. Effective Marketing & Launch (18:48)

• Short & focused email/SMS alerts work best; minimize clutter, use strong visuals.
• In-house promotion: Table tents, server training, and visual cues near points of sale/ordering platforms.
• Ensure all staff try the LTO and have talking points.

8. Integration with Menu Engineering (21:42)

• Use menu engineering data:
  • Pull from top-selling items or “puzzles” with potential.
  • LTOs should align with flavors and best-sellers to increase chances of success.

9. Mistakes to Avoid (27:10)

• The biggest pitfall? Launching an LTO you can’t execute well operationally.
• Red flags: Long prep, rare or unreliable ingredients, strain on staff/equipment.
• Price too low: Kills margins. Price too high: Kills demand.
• Example: Don’t offer stand-alone soups as LTOs; customers may trade down from higher-priced entrees, hurting average check. Instead, position soups as sides/add-ons. (29:01–29:40)
• If you ignore accounting, operations, or training departments, the LTO will flop.

10. Staying on Top of Supply Chain (34:04)

• Always check with your distributor before launching to secure ingredients for the LTO duration.
• Real-world fail: Starbucks' Unicorn Frappuccino went viral but was “operational pain”—highlighting importance of staff and supply chain alignment. (35:02–36:38)
• PSL (Pumpkin Spice Latte) is a model: Seasonal, anticipated, operationally smooth, and reliably marketed.

11. Embracing or Creating Trends (36:58–39:08)

• Jumping on trends can be powerful, but beware: trends shift quickly and may outpace your prep.
• “You as your restaurant could also be the hook and the viral moment and the trend. … You don't have to wait for something else to come around.” (39:58)

12. Measuring Success (41:44–44:51)

Core KPIs:

• Units sold & daily LTO revenue
• Food cost % (actual vs. forecast)
• Incremental sales: Are total sales up, or is the LTO just cannibalizing regular items?
• Average check (per person average, PPA)
• Marketing engagement: email/SMS opens/clicks, social media interactions
• Repeat rate: How many customers come back after trying the LTO?
  • This one’s tough to measure but incredibly valuable.
• Redemption codes and tracked reservations, if tools are available.

13. Building LTO Systems for Sustainability (51:02)

• Standardize recipes and prep sheets (with weights, yield, and food cost).
• Develop training scripts and visual demo resources for staff.
• Set up POS with modifier codes for LTO tracking/reporting.
• Prepare a marketing asset “pack” (images, video, table tent templates, SMS/email copy).
• Build a promotional calendar to avoid overlap and plan ahead for seasonal events.
• Create a “post-mortem” template: Be ready with “how did it do?” data for leadership.

14. Examples of Strong LTO Execution (55:35–58:53)

- Increasing Check Size:

• Premium add-ons: e.g., "loaded fry flight" (truffle parmesan, chili crisp, etc.) or rotating burger toppings.
• Seasonal, premium ramen toppings.

- Repeat Visits:

• Monthly pastry drops or sweet item releases (scarcity + anticipation).
• Series model—e.g., “the next burger” or “the next taco” every few weeks.

- Driving Midweek Covers:

• Smaller portion combos (half ramen + small plate + beer), value-priced, offered specific nights.

15. Advanced Tactics: Scarcity, Exclusivity, and Series (45:53, 46:40)

• “Limited until sold out” model creates urgency/scarcity.
• Passport or punch-card programs for LTO series to encourage multiple visits.
• “Secret menu” LTOs or password-based offers unlock exclusivity and reward top fans.
  • E.g., “Only available to loyalty/app members” or those on your email list.

Notable Quotes & Memorable Moments

• "Progress beats perfection." — Anna’s daily mantra (05:03)
• "If you can give them a reason to come back again… you’re creating a habit. And that’s usually the best way." — Anna (09:51)
• "The biggest mistake is launching something you can't execute well. Your guest will not forgive you for bad execution." — Anna (27:10)
• "You as your restaurant could also be the hook and the viral moment and the trend." — Anna (39:57)

Important Timestamps

| Segment | Topic | |-----------------------------------|---------------------------------------------------| | 04:56–05:37 | Anna's philosophy: progress over perfection | | 05:57–07:48 | Why LTOs? Marketing & creative benefits | | 08:03–10:16 | Setting & prioritizing measurable goals | | 11:42–12:46 | Keep LTOs simple—limit new SKUs, avoid waste | | 13:00–15:33 | The power of hooks (seasonal, collabs, series) | | 17:11–18:48 | Getting buy-in from VIPs/regulars pre-launch | | 21:42–23:24 | Menu engineering & using menu data for LTOs | | 27:10–29:40 | Mistakes: Over-complexity, execution, pricing | | 34:04–36:38 | Importance of distributor alignment + Starbucks | | 36:58–39:13 | Trends: Capitalizing & avoiding pitfalls | | 41:44–44:51 | Measuring LTO success & key KPIs | | 51:02–54:18 | Building sustainable systems for repeatability | | 55:35–58:53 | Real-world examples of LTO tactics | | 59:12–60:36 | Exclusive LTOs for loyalty/email/app members |

Anna’s Final Advice

• The spirit of an LTO should be excitement—both for guests and the team.
• Planning in advance, keeping things simple, and focusing on execution are vital.
• Use LTOs as a tool to break the routine, surprise and delight your regulars, and drive the habits that power your business long-term.

Connect with Anna Neave

• Goodkind Consulting
• Instagram: @annatausen
• Restaurant Unstoppable: /anna for more marketing episodes

For full show notes and related resources: restaurantunstoppable.com/anna

This summary covers all key actionable content and insights from the episode, omitting intro/outro segments and advertisements. For further details or to listen, refer to the links above.