Starbucks (NASDAQ: SBUX) has a robust lineup of seasonal beverage offerings. Some, like the pumpkin spice latte, come back every year; others may jump around the calendar or never be brought back again. It's a strategy that engages customers because these are limited-time offers (LTOs). Get them now or miss them for another year -- or maybe forever.
McDonald's (NYSE: MCD) pioneered this strategy in its food business. A novelty sandwich might be offered tied to a promotion, an event, or a season. Other LTOs have included the famed McRib, a sandwich that gets brought back to select locations randomly, and the McLobster, which has primarily been a summer offering in the Northeast.
Now, McDonald's has launched its first McCafe LTO in nearly five years. It's a smart play that breathes life into an area that the company has focused on, but which perhaps hasn't thrived as much as franchise owners would like -- especially after investing in the coffeemaking equipment.