May 9, 2025
In the fast-paced beverage world Limited Time Offers (LTOs) are more than just a menu addition – they’re a powerful tool to drive traffic, boost sales, and create memorable consumer experiences. We understand the importance of staying ahead of these trends, especially in the dynamic beverage sector, so let’s dive into what is happening.
Restaurants:
Recent data reveals a fascinating shift in the LTO landscape, and it’s crucial for businesses to adapt. We’re seeing a clear surge in the popularity of seasonal flavors at foodservice outlets. Notably, both pumpkin and peppermint, traditionally associated with fall and winter, are experiencing impressive growth rates of over 25% annually, significantly outpacing beverages without added flavors. This indicates a strong consumer appetite for seasonal indulgence, a trend your business can leverage.
Looking at the broader picture, LTO introductions at restaurants are showing promising signs of recovery and growth after the post-COVID plateau. We anticipate these introductions to surpass pre-pandemic levels within the next year or two. This growth is primarily fueled by Quick Service Restaurants (QSRs) and casual dining establishments. QSRs are seeing significant growth in breakfast bakery, desserts, sandwiches, and, importantly, non-alcoholic beverages. Casual dining, despite a dip in alcoholic beverage LTOs, is still experiencing overall growth, driven by desserts, non-alcoholic beverages, and sandwiches. This signals a clear opportunity to innovate and introduce exciting new non-alcoholic beverage LTOs to capture consumer attention.
One of the most significant shifts we’ve observed is the changing seasonality of LTO introductions. In 2024, February unexpectedly overtook September as the leading month for seasonal introductions. This departure from the traditional fall peak is further emphasized by June also showing a peak in 2024. While earlier data hinted at November and June becoming the new peaks, it seems that chains are now leaning earlier into May and focusing more on late winter with February introductions. This means that planning your LTO calendar needs to be more agile than ever.
C-Stores:
For our C-Store partners, the data reveals a leveling off of the decline in LTO innovation that we have seen over the last few years. 2024 looks to be a year of stabilization. Even more important, like restaurants we see a shift away from a Fall focus. May has now become the peak month for seasonal LTO introductions in C-Stores, with July and December also showing significant importance. This shift signifies a need to rethink traditional seasonal strategies and embrace a more dynamic approach.
Top Takeaways:
- Embrace Seasonal Flavors: The demand for seasonal flavors, particularly pumpkin and peppermint, is growing rapidly. Leverage these popular flavors to create unique and appealing LTO beverages.
- Adapt to Shifting Seasonality: The traditional fall peak is no longer the sole driver of LTO introductions. Be prepared to launch LTOs throughout the year, with a focus on February, May, June, July, and December.
- Innovate in Non-Alcoholic Beverages: Both QSR and casual dining are experiencing growth in non-alcoholic beverage LTOs. This presents a significant opportunity to introduce new and exciting beverage options!
- C-Stores need to focus on Spring: The decline has leveled off and May is the new focus for C-store LTO’s.
At Westrock Coffee, we’re committed to helping you navigate these trends and create successful LTO beverage programs. We offer a wide range of high-quality coffee and beverage solutions, along with expert insights and support, to help you capitalize on the ever-evolving consumer preferences. Let’s work together to create LTOs that resonate with your customers and drive your business forward.
References
- Datassential 2025 State of the LTO
- Circana Checkout, 1ME data; participation = % of QSR consumers; based on products at 27 major chains with the word “peppermint”/”pumpkin” in them;
- SupplyTrack, 12 ME August 2024 vs. 12 ME December 2019; *pumpkin = pumpkin + pumpkin spice + pumpkin pie
