 Have a fresh new spring menu to entice guests? Technomic research found that over half of consumers say they are more likely to order items described as “seasonal,” which could make your new menu a powerful revenue driver when promoted well.
Doing this effectively requires more than new dishes — it demands urgency, value, and targeted communication. You can create urgency through limited-time positioning. LTOs are increasingly central to foodservice strategy, with launches up 19 percent year over year, according to Technomic. Launch with a clear LTO window and strong visuals. From there, value messaging continues to be important to consumers when it comes to discretionary spending. While your value messaging could include bundled deals or promotions, your brand may want to emphasize factors like premium ingredients, local suppliers, or the abundance or skilled preparation of a dish to make your offering feel worthwhile. Finally, go digital-first. The National Restaurant Industry found that 90 percent of consumers say they would use app-based limited-time offers. Loyalty program members tend to spend 20–30 percent more per visit, so using SMS, apps, and email to deliver targeted messages is critical. Social media can help you keep the communication going more broadly from there, with posts that highlight the freshness and seasonality of your menu.  As consumers seek more functional benefits in the food and drink they ingest, grocery companies are seizing an opportunity that can apply to many restaurants too: marketing food as medicine. Foodservice Director reports that following last year’s White House Conference on Hunger, Nutrition and Health, the grocery delivery company Instacart recently announced two initiatives to “enhance collaborative care, promote healthy choices and deliver nutritious foods.” In practice, this means Instacart tools will allow healthcare providers to literally prescribe food products to patients much like they prescribe medication. The grocer Food Lion also opened a “food pharmacy” this year. If your restaurant brand is focused on delivering fresh, nutrient-dense foods, there may be opportunities for your business to find new income streams or forge new community partnerships with other organizations eager to support public health.
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