Restaurant operators continue to face what seem to be contradictory demands from consumers. Responding to each of these demands can be difficult, but the task is critical for brands that aim to differentiate and capture return visits.

The pumpkin spice latte, the McRib, the $5 foot-long. Some limited-time offers (LTOs) are memorable affairs, where customer loyalty elevates them to full-time offerings or an eagerly anticipated annual craze.