Limited Time Offer Pumpkin Beverages Spice Up Business for Foodservice Operators

Chicago, September 22, 2015 — It’s that time a year again for falling leaves, football games, and the annual tradition of limited-time offer (LTO) pumpkin specialty drinks. Turns out that it’s one of the favorite times of the year for foodservice operators who offer the limited time drinks because their business benefits in more ways than one, reports The NPD Group, a leading global information company.

The seasonal beverage offers can spur additional purchases by established customers, bring in new customers, draw customers from competitors, and stimulate business during slow periods, according to research from NPD’s Checkout Tracking, which harvests receipts from more than 35,000 diners to track consumer purchase behavior.  An analysis of the purchase cycle of pumpkin spice latte buyers reveals that these lattes are likely considered to be an “indulgent” purchase, and the vast majority of these purchasers, 72 percent, did so just once.  About 20 percent of pumpkin spice latte customers purchased the item twice, and about 8 percent made three or more purchases during the offer period.

In addition to increasing visits and visit frequency, seasonal beverages also produce higher checks, NPD found. During fall and winter 2014, the average check for pumpkin latte buyers was $7.81, compared with $6.67 for non-buyers. Similarly, the average check for buyers of a white mocha, another popular seasonal beverage, was $8.37, compared with just $6.84 for non-buyers.  Consumers’ purchase of food items in addition to the beverage contributed to the higher check average, according to the Checkout Tracking analysis.

To determine the impact of limited-time offers on visit frequency, NPD also examined the purchase cycle of a seasonal shake offer at another major chain. The data revealed that these shake purchasers tended to be the restaurant’s most loyal customers, with higher purchase frequency rates, especially during the promotional period.  Shake buyers made 5.7 visits in the two-month period before the limited-time offer, and then made an additional visit during the limited-time offer period. Meanwhile non-shake buyers made only 4.7 visits prior to the promotion and 4.4 visits during the limited-time offer.

“Considering the battle for traffic share in the restaurant industry, it’s critical to offer unique, craveable menu items that attract both new customers and keep current ones coming back,” says Bonnie Riggs, NPD restaurant industry analyst. “For the restaurant operator, seasonal beverages have a positive impact on visit frequency and check averages as consumers tend to purchase food along with the seasonal beverage. It doesn’t get much better than that.”


Related Press Releases

Korean Barbeque — K-BBQ — Is Spicing Up America’s Adventurous Taste Buds
Korean Barbeque — K-BBQ — Is Spicing Up America’s Adventurous Taste Buds

The Korean wave swept in with K-pop, K-beauty, K-drama, K-food and now Korean barbeque, K-BBQ, according to The NPD Group, a leading global information company.

U.S. Consumers Are Increasingly Eating and Preparing Their Meals At Home Often With The Help Of Foodservice
U.S. Consumers Are Increasingly Eating and Preparing Their Meals At Home Often With The Help Of Foodservice

The NPD Group shows that four out of five meals are prepared at home, and although the relationship of in-home prepared meals versus those sourced away-from-home has been stable for a few years, Americans still prepare more meals at home than they did a decade ago. This is not to say that they don’t look for shortcuts. Close to half of dinners purchased from a restaurant are consumed at home and a growing number of in-home meals are a blend of dishes prepared and items purchased ready-to-eat from a foodservice establishment.

Fast Casual Is Only U.S. Restaurant Channel to Increase Traffic Over Past Five Years
Fast Casual Is Only U.S. Restaurant Channel to Increase Traffic Over Past Five Years

Visits to fast casual quick service restaurants have grown 6 percent annually over the last five years, stemming in large part from store openings, but growth has slowed in recent quarters, reports The NPD Group, a leading global information company.

Plant-Based Proteins Are Harvesting Year-Over-Year Growth in Foodservice Market and Broader Appeal
Plant-Based Proteins Are Harvesting Year-Over-Year Growth in Foodservice Market and Broader Appeal

Plant-based proteins aren’t just for vegans anymore as U.S. consumers seek more protein in their diets and plant-based foods become more available and tastier. The higher demand for plant-based proteins is evidenced by growth in the foodservice market and consumption in-home, according to The NPD Group.


Press Contact

Kim McLynn
847-692-1781
kim.mclynn@npd.com

@npdfood

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Want more?

Complete this form to hear from NPD.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice.

Follow Us

© The NPD Group, Inc.