It’s got to be Trip Worthy.  

To bring in new customers and increase frequency of use for existing brand users.

• Visually exciting

• Escapism

• High hedonic expectations

• Drive-thru friendly

• Seasonal culinary logic 

• Truly New

• Catalyst for social media

These, along with many other factors, are at the core of our LTOiQ Scorecard methodology & algorithm.

Steve is the Chairman and Chief Creative Officer of Mattson.  He has 45+ years of experience in the food industry, and has been working exclusively in new products for over 32 years.  He considers himself a food behaviorist along with all the necessary pragmatic skills needed to create successful new projects.  "Bringing my years of experience together into laser sharp focus creating a vision for LTOs, is pure creative joy!"

steve@mattsonco.com

Kid-friendly LTO's have to be FUN & evoke a degree of fantasy!!

This type of LTO is a treat that allows the family to connect over a meal.

• This "treat" needs to have the fun factor but can't be so over the top that it gets rejected by mom.

• Builds on the brand's equity without straying too far from the core menu.

  • The adult needs to feel there will be something similar on the menu that the child will still enjoy after the LTO is over.  The LTO helps bring the customer in, but the core menu needs to keep them coming back. 

• The LTO should be family-friendly enough that an adult without kids wouldn't feel silly ordering the LTO.

• It set and delivers on family-friendly culinary expectations.

• The kid-friendly LTO is a catalyst for social media.

My favorite LTO that my children still ask about every time we drive by an IHOP was IHOP's co-branded Elf On A Shelf LTO.

As a Culinary Institute of America (CIA) graduate, Carol began her career cooking at restaurants in NYC and Napa Valley. This culinary background provided an essential foundation for her success in product innovation, as everyone knows the food has to taste great to get repeat purchases which are critical for long-term success.  Over her 25 year career at Mattson, she has enjoyed conceptualizing new store concepts and overseeing menu development for chain accounts, such as Round Table, Holsom by Yogurtland and Godiva Cafe, and working for independents like Tiny Tea Co. and Fated Brands.

It’s true that sometimes LTOs prove to have such broad, all-season appeal that it makes sense to promote them to full-time menu status. 

LTOs are often successful because they feed our innate need to regularly “turn the page,” refresh our spirits, and start a new chapter with wonderful possibilities. Apple Spice (and yes, Pumpkin Spice too) flavors evoke memories of autumns past....but also anticipation for what the coming autumn can bring. Peas or strawberries or asparagus herald spring, a season of rebirth and renewal; of promise and possibility. 

Yes, a given LTO can taste just as delicious in winter as in summer. But sometimes LTOs are successful not just because they are delicious. Sometimes it’s because they connect with our psyches as much as our taste buds.

Al is EVP New Product Strategy & Insights at Mattson. He’s a fan of LTOs that deliver nostalgic comfort in a contemporary way, like Panera’s Autumn Squash Soup with roasted and salted pumpkin seeds. And, of course, anything with bacon.

ADD MORE LTO’S TO YOUR MENU!  Why?

• By their very nature, LTO’s allow for flexibility with fickle supply chains because they require lower volumes and temporary supply of ingredients and packaging.  And, when the duration is defined as  “while supplies last” you can easily end the LTO if supply becomes an unexpected issue.  

• They bring an affordable experience for consumers to escape to while helping to drive demand.  “Escapism” is a break from  everyday life, from the stress of work, relationships, pandemics, toxic politics, eating the same things over and over.  It’s one of the metrics at the core of our LTOiQ Scorecard algorithm

• LTO’s can help during inflationary periods by increasing check average  and can even be premium priced themselves helping to take the bite out of the operators’ higher COGS

Laurie is an Innovation Manager at Mattson with 25+ years experience in new food and beverage innovation, product development & commercialization.  She knows what it takes to efficiently navigate the chaotic waters of new product innovation to deliver delicious new food and beverages the consumers love. 

One of the more challenging consumers to design for, GenZ teenagers are notably wary of any promotion that “tries too hard” or lacks authenticity. The key is to build an LTO that speaks specifically to them:

• Having a visual “wow” factor is a must in the era of Insta and Tiktok (arguably can at times be more important than how it tastes).

• Mashup a familiar favorite with something exotic or unexpected.

• Allow them to customize with extreme flavors like sour and spice.

• Be just a little irreverent, a little badass…think Carl’s Junior or ……

• It screams “this is not your parents [fill in the blank]”

Katie is a VP, Innovation at Mattson. Before Mattson, Katie built an 18-year career leading brands and innovation teams at Bay Area food companies such as Del Monte, Ghirardelli and Clorox, as well as the meal delivery startup Munchery.  She is passionate about consumer insights-led innovation and finding that tantalizing twist for an LTO that will make consumers salivate.

Don’t reinvent the wheel, instead leverage your strengths.

What makes QSR chains such as Taco Bell so successful at rolling out LTOs frequently and seamlessly is their commitment to introducing as few new ingredients as possible to their core inventory and minimizing new operational steps, but still promoting eye catching and cravable LTOs through the use of new ingredient combinations and menu item builds. In the case of Taco Bell, by simply:

• layering ingredients from across the menu in a new way (flour tortilla + tostada shell + nacho cheese) = new to the menu flavor & texture combinations

• adopting a new product shape (flat circle vs. traditional burrito or taco) = new & differentiated visual appeal

• adding a griddled/seared cooking step = new flavor development

• and sometimes an extremely flavorful sauce (in some cases this is actually the only new ingredient introduced) = the WOW factor or the key to cravability

Combine these elements and an AMAZING new menu item is born - like the Crunchwrap Supreme.®

Alana is a Senior Food Scientist at Mattson. It was her passion for food & innovation that led her to join Mattson in 2009. Alana received her BS in Food Science and double-minor in Wine & Viticulture and Packaging from California Polytechnic State University, San Luis Obispo. She is also a Certified Food Scientist, member of IFT and is Better Process Control School Certified from University of California, Davis. During her time at Mattson, Alana has focused her expertise on Food Service Menu Development for some of the most well-known brands in QSR: Arby’s, Kraft Food Service, Denny’s, Subway, McDonald’s, Wendy’s, Godiva Café, Yogurtland and Google. 

Absolutely!  

And if done right, a single ingredient can be the key to unlocking the profit trifecta of a successful LTO:

• Bringing in new and infrequent users

• Minimizing operational bottlenecks and training

• Managing supply chain

Combined, these create a powerful opportunity to generate incremental revenue and deliver high margins.

The key to leveraging a single ingredient, is to create a new layer of flavor on a beloved menu item.  A few examples of brands we admire that were able to leverage a single ingredient to create evocative LTOs:

• Sonic used Bacon Onion Jam to create a new Bacon Onion Jam Cheeseburger

• Buffalo Wild Wings Doritos Spicy Sweet Chili Flavored Sauce

• Popeyes Megan Thee Stallion Hottie Sauce

• Wendy’s toasted cheddar bun.

• And look what Starbucks got started with Pumpkin Spice for the seasonal latte decades ago, that ultimately created a category.

Amazing that such powerful opportunities can be created with a single new layer of flavor.

Justin is the CEO and Chief Technology Officer at Mattson.  He has over 20 years of food and beverage innovation experience since earning his Ph.D. in Food Science at the University of California Davis working across categories and technologies.  A certified “Smoked Meat & BBQ enthusiast,” he has a rare combination of culinary skills and food science knowledge enabling the ability to see unique opportunities and solutions.  “At Mattson, our study of QSR & Fast Casual brands LTOs and the consumers that are frequent users, creates an exciting time to innovate the future of LTOs!”

An irresistible LTO should strike a balance between the familiar, and the unique.  Consumers are looking for food forms that they already love, combined with something fresh, something exciting. 

• An apple cider donut that celebrates the seasons with a nostalgic fall flavor and a trending new ingredient. 

• Wings that take their palette around the world, tossed in sauces inspired by escapism or global flavors like South African Piri Piri or Korean gochujang. 

• Or perhaps it is simply a new take on nostalgic, like creating pancakes with cereal flavored milk. 

These LTOs often leverage ingredients that are already available and incorporate a new element that is unique, but still peaks consumer interest that has culinary logic. These irresistible LTOs invoke special feelings and memories that creating fresh experiences, that can draw in 1st time brand users and loyal users in a memorable way.

Melanie has 10+ years of cross-functional experience in innovation, operations, and quality assurance in the food and beverage industry. She combines her food science training, ops experience, and passion for cravable foods to thoughtfully design and develop new products.

With our decades of experience in food service, we have great insight into what consumers are looking for.   We observe trends across industries and categories, have a pulse on flavor innovations created by chefs and food ingredient suppliers and are keenly aware of new entries in consumer packaged goods.  We seek ways to bring those trends and innovations to LTOs.   

We keep these tenets in mind when creating an LTOs that need to wow consumers:

• Culinary Logic - The LTO has to make sense.  The flavors need to complement each other and to tantalize consumers taste buds.

• A twist on the familiar - Keep one foot in the familiar and add an unique intriguing element that consumers have yet to experience.

• Taste is only one element - Taste is critical, but don’t underestimate the other senses: sight, sound, texture.   A multi-sensory experience helps to exceed customer expectations and drive success.

Doug Berg is a Vice President & Group Manager in Product Development.  As member of the Research Chefs Association, Degree from the California Culinary Academy and a Food Science degree from the University of California Davis, Doug has deep roots in both the culinary arts, and the sciences that are needed to create products....  -  He is a thirty year veteran at Mattson. Combining his background in Food Science and Culinary Arts he manages and mentors a group of food and culinary scientists.

Taco Bell, Mc Donalds, Boudin, Starbucks, Arby's, Round Table, Cinnabon.

The main thing to consider is whether the beverage is meant to be the "main event" of the customer's visit (a destination beverage) or its purpose is to complement food items.  

If it's a destination beverage, anything goes as long as you hook the consumer with a captivating description and visuals and then deliver on the promise - whether that’s indulgence, refreshment and/or functionality and always, with compelling hedonics.

If the beverage is intended as part of a meal occasion, you still want to pique the consumer's interest but you need to consider how the beverage fits into the overall experience.  In most instances you want something that’ll play well with the food’s flavors while preventing “palate fatigue”; however, indulgent drinks or those with bold, interesting flavors aren’t out of the question, especially in casual dining, where they could be consumed with apps or as a dessert.

Silvina Dejter is a Senior Culinary Scientist at Mattson.  She has worked in the food industry since 1998, but has enjoyed cooking, baking and of course eating for as long as she can remember.  “I know I'm in the right field because even after all this time I still get excited about food!”

The short answer is yes.  

It just depends on the promotional period and the “job” that it needs to do.  Of course, there’s January, when people are concerned about indulging over the holidays and looking to make healthier dietary choices as part of a new year’s resolution.  During this season, a better-for-you LTO could be something you use to bring lapsed users back to the brand. 

Better-for-you beverages, snacks, and desserts could also do the job of increasing check averages, especially if they’re targeted at the core brand user. 

But keep in mind, there are people who are looking for healthier options all the time. And just because a limited time item is healthy doesn’t mean it’s not exciting. Consider how seafood can lift the excitement level of a dish as well as the check. Or how seasonal fruit can bring a burst of fresh news and a more complex visual and flavor experience to a salad. 

Better for you doesn’t even need to be lower in calories, fat, or otherwise. Simply swapping out a favorite meat or chicken-based menu item with plant-based alternatives can be enough to get new users to the brand.

The bottom line, is that healthy menu items are necessary in today’s world, and LTOs are one way to get there.

Barb grew up in the back of the Chinese restaurant her best friends’ parents ran in Baltimore. She’s been working in the foodservice channel ever since, 25 of those years at Mattson. She’s known as an expert in food innovation, food trends, consumer insights and behavior, and the science of taste. She sits on the advisory board of the Plant Based Foods Association and writes for Forbes.com. She’s the author of Taste: Surprising Stories and Science About Why Food Tastes Good.