Just the image of melting butter sliding across the top of a stack of pancakes is enough to trigger our salivary glands. Now, swap plain butter for a craveable complementary flavor like the Cinnamon and Brown Sugar Flavored Butter from Epicurean Butter seen here, which is used in the pancake batter, plus as a finish. Add it with an apple compote or pumpkin puree for an autumnal LTO. .

Credit: Epicurean Butter;

Melt Hearts, Move Metrics

Three ways flavored butter brings magic to LTOs

What makes flavored butter an ideal element in a successful LTO? It can serve up many of the top drivers that consumers and operators expect from a distinctive menu offering.

Flavored butter can connote high perceived value. Research shows that consumers chase premium flavors and will visit a restaurant specifically for LTOs that promise this taste experience. High-quality ingredients like truffle, brown butter, vanilla bean and herb-garlic are inclusions that convey a sense of indulgence. Operators can play with the hi-lo trend here, elevating french fries with a truffle butter dipping sauce or cornbread waffles with a miso-honey butter.
Butters melt, gloss and photograph very well. Datassential flags visual appeal as a key driver of LTOs and special menu promotions. Take advantage of the craveable cues conveyed simply by dollops of butter melting over a stack of pancakes, a sizzling steak or sticks of roasted carrots. Long before the social media generation began documenting food favorites with their camera phones, consumers were making dining decisions based on what attracted the eye. Butter is an easy way to capture attention simply and effectively.
Ingredient versatility is a priority for core menu items and LTOs alike. Many operators are menuing a signature flavor across multiple LTO menu items. Flavored butter could be either a primary or supporting carrier of that singular taste. Follow the lead of brands like Shake Shack, which in 2023 introduced multiple items featuring white truffle sauce. Flavored butter can play a similar role and can be marketed as such, showcasing its versatility across menu categories and dayparts.

Butter