What has happened to the “limited-time offer”? Burger joints still do burgers of the month with a 30-day (or more) shelf-life, but chains, especially are playing games with LTOs. Very limited times (like 24 hours) or very limited availability.
For example, Umami Burger announced a new burger, the Kinoko Burger (below), with Portobello mushroom buns, a grilled chicken breast, basil pesto, Parmesan, arugula, cherry-tomato confit, goat cheese and balsamic vinegar. Sounds good, but it’s available only at Umami’s store at The Grove retail center in Los Angeles.
As if that weren’t frustrating enough, Umami waited several hours and then unveiled the Carnitas Burger (below)…available only in Anaheim, Calif. The build: a 3.5-oz. beef patty, roasted-garlic aïoli, pork carnitas, fresh salsa, house Cali cheese, crushed avocado, romaine and tomatillo sauce.
Umami has done localized LTOs before, of course. One was the Falafel burger brought out in April and initially sold only For now, the Falafel Burger (below) will be sold only at the Chicago/Wicker Park unit and the Williamsburg and 6th Ave. locations in New York City.
Shake Shack has been doing similar LTOs, including the recently reported Coppa Burger that was sold only in five Massachusetts locations and only for six days ending Aug. 21, 2016. And its new Roker Burger is national but available only for a week ending Aug. 26, 2016.
Hard Rock Cafe may be starting its Octoberfest LTO a little early, but at least the offer runs from Aug. 29 to Oct. 2, 2016, at U.S. locations. One seasonal item is a Samuel Adams OctoberFest Schnitzel Burger (below): lightly breaded pork schnitzel cutlets layered with a Samuel Adams OctoberFest-infused beer cheese sauce, bacon-and-apple sauerkraut, Dijon mustard, lettuce and tomato, served on a pretzel bun. The second is Baked Soft Pretzels that are served with Samuel Adams OctoberFest-infused beer cheese sauce and mustard on the side.
Sonic Drive-In remains the quick-turn LTO champ. It like offers that last just a day. July 27 was half-price ice cream Blast day; May 31 was a half-price cheeseburger day.