Pizza Today - October 2023 - 53

Make limited time offers work for you
Limited time offers or LTOs can
be a great way to test the viability of
new menu items, move inventory that
may be close to its expiration date, or
increase sales on a particular day of the
week, enter " Doppio Frico Tuesdays " at
Wholly Stromboli. When I began to
write this story, I was eager to share all
that I have learned over the last 15 years
about releasing LTO's and most recently
The Doppio Frico - Fort Lupton Deep
Dish. I began to think about the idea
that if you are the visionary of your
company, as I am, you're probably the one
who comes up with the creative ideas.
For us visionaries, LTOs can be a
great outlet for our creativity, which
keeps us motivated through tough times,
feeds our souls and helps drive our
vision for the future. While every business
needs a visionary, we can tend to see
the BIGGER picture and not the minute
details required for a successful implementation.
It takes a team of implementers
to put these ideas into action
- people with a more systematic way
of thinking. As I reflected on our recent
release, I started to think, why don't I ask
the implementers in my organization
what it takes to successfully execute an
LTO, and here's what they shared.
Proper planning is key. " Tweaking
things " as you go is hard on your team.
Resolving questions such as, what is the
desired look and feel of the dish, plating
and whether it is an in-house only special
in advance will ensure your rollout will
go smoothly. Make sure that your training
materials are rolled out to your team
well ahead of the release date. Knowledge
is power and this preparedness will spurn
excitement with your team vs. stress and
anxiety because they don't know the plan.
Lastly, lack of communication is perhaps
the biggest pitfall in successful execution.
We have to ensure that all team members,
including those who work parttime,
receive the communication and
training needed " says Eric Frey, General
Manager, Wholly Stromboli.
Timing is critical! Clashes with
By Melissa Rickman Photo by Josh Keown
holidays, and events (parades, festivals
or concerts), could put a damper on your
release, not to mention that your team
may be requesting these dates off as well,
leaving you understaffed. Lastly, give
your team enough time to perfect the
process. Your team really wants to be able
to execute flawlessly and sell your special
with confidence! " Give them the training
they need to fall in love with your big
idea, instead of despising it because they
feel incompetent or ill-prepared, " says
Rowen Ben-Joseph, Front of The House
Manager.
Determining the goal of the LTO is
the first step and most critical. Is your
desire to increase sales or move specific
products from your shelves? Then we
decide if it's cost-effective. Look at
COGS, price point and factor in how
much labor you are adding to the overall
cost. Knowing where you will put any
new ingredients on your makeline, which
positions in your kitchen will be
involved, and how will they be affected
are all keys to a smooth rollout, says
Edgar St John, Kitchen Manager.
Accurate recipe costing is critical.
Our margins are razor thin and profitability
of the LTO is vital. Wasting labor
and ingredients on a creative whim that
is not profitable isn't good business. Take
the time to write a solid recipe, set your
desired margin, cost out your recipe and
set your selling price accordingly. Having
a great recipe isn't just about putting
great ingredients together in a way that is
appealing to your guests, recipes and subrecipes
that list ingredients, tools needed,
yields, techniques and the process are key.
Include pictures and videos if you can.
Additionally, if you are creating
additional SKUs to your inventory, you'll
need time to research, source and test
them. And don't forget yield testing for
items that have trim loss, says Eric Rickman,
CFO & Co-Founder.
Give adequate time and space for
media coverage. You can only get so far
on word of mouth. Start your marketing
campaign no less than three weeks before
your launch date and don't rely on social
and print media alone. Get your team
involved! Contests are a great way to get
your team motivated to sell and don't
forget the heart of the house. You want
your whole team invested. Take photos
and post them on social or have a contest
for the prettiest " pizza, " says Jordan
Montoya, Director of Marketing.
If you are going to use table tents or
other print media, invest in high-quality
photos, graphics and professional printing.
On the planning side, playing devil's
advocate can be an effective way to ward
off potential issues before they happen.
Ask yourself and your team what could
go wrong and then make a plan and a
backup to that plan, says Monika Jesser,
Graphic Designer.
And finally, my two cents - Staying
on brand is key! Think about what will
resonate with your current customer base,
and also consider the new guests you
want to attract and connect with your
brand long-term. By way of example,
if you pride yourself on using quality
ingredients in a cozy, well-appointed atmosphere
with a $30 per person average,
you wouldn't want to attract guests who
are looking for cheap eats with an under
$10 offer. Your new customers could be
disappointed that there aren't any " deals "
on your menu once the LTO has ended.
While you may have gained new customers,
they won't stick around and may not
bring the kind of word of mouth desired.
LTOs can be a fun and advantageous
experience. Driving sales, attracting new
guests and bringing a little variety to
your team day are just a few things that
I love about special offerings. When we
work as a team to market, train, sell, plan
ahead and execute we make it an enjoyable
experience for everyone involved.
Let there be no limits to the success of
your limited-time offerings!
MELISSA RICKMAN is co-founder
of Wholly Stromboli in Fort Lupton,
Colorado, and member of the World
Pizza Champions.
OCTOBER 2023 / PIZZATODAY.COM / 53
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