LTOs are a proven pathway to drive traffic, creating buzz and excitement for a restaurant’s menu. Savvy operators use the flexibility to experiment with new flavors and concepts without making long-term commitments. Holidays like National Pasta and Pizza Month in October or Valentine’s Day in February offer opportunities to capitalize on cultural moments and trends. “The right LTO, whether seasonally or creatively driven, or centered around a theme, always draws people in,” says Kevin Felice, vice president of the 40North at Villa Restaurant Group.
Successful LTO strategies find the middle path between innovation and familiarity. Too new and different, and guests may be hesitant to try a menu item, but laying what’s new on a familiar foundation greatly increases the chances of success. This is why pasta makes a great framework for LTOs: it’s got broad appeal — loved/liked by 89 percent of consumers according to Datassential — and offers endless possibilities for customization and personalization.
“For me, pasta is a great menu category for trying new things because people are already comfortable with the basics,” Felice says. “They understand what pasta is, so if you can incorporate fun ingredients or new items into something familiar, they’re more likely to give it a try.”
To truly stand out, LTOs should be visually appealing, taste great, and perform consistently. This is why pizza operators have experienced success with simple innovations like heart-shaped pizzas, and the new, limited-edition heart-shaped Barilla Love pasta also taps into this concept. “The appeal of the heart-shaped pasta is obvious; it’s cute, fun, and looks great on the plate,” says Felice. “On special occasions, small details like these make a big difference.”
Pasta is a versatile dish that can stand alone or pair with popular menu items. A heart-shaped pasta with “rosa” tomato-cream sauce is perfect for a Valentine’s Day menu, or a baked item with fall-season flavors for National Pasta Month. As a side, it can be used for a heart-shaped mac and cheese paired with popular menu items like wings. Pasta’s ability to maximize existing SKUs and sauces, particularly in the pizza category, makes it an easy addition to the menu.
Pasta is also quick and easy to prepare without highly skilled labor, which is crucial for restaurant operations. “Speed of service is important in the pizza category, and a delicious bowl of pasta can be served fast,” Felice says. “Pasta is quick from both a kitchen and guest perspective.”
Crucially, pasta is profitable. Operators can control portion sizes and ingredient costs while delivering a dish that feels indulgent and satisfying to the customer. With the right sauce or toppings, a simple bowl of pasta can add value to the guest while maintaining excellent margins.
As the need to drive traffic only increases, using LTOs can be a winning strategy, especially with an easy, versatile, profitable, and popular item like pasta. Available only for a limited time, Barilla Love adds an instant hook to the menu, offering more than just the visual appeal of the heart-shaped rigatoni. It comes with Barilla’s well-earned reputation for quality, a legacy shaped by over 147 years in the pasta business.
Barilla Love is available through your distributor now via pre-order from DOT Foods, delivering in early 2025. Supplies are limited! For samples and more information, visit the Barilla website today.
