The latency location routing problem (LLRP), a combination of the facility location problem and the cumulative capacitated vehicle routing problem, is a recently proposed variant of location routing problems. It corresponds to a customer‐centric problem, in which the aim is to minimize the sum of the arrival times at the customers. This paper proposes three novel metaheuristic algorithms to solve the LLRP. They use a simulated annealing framework, which after each temperature reduction is intensified through a variable neighborhood descent procedure. Each algorithm uses a different search strategy as intensification. Results on 76 benchmark instances indicate that the proposed metaheurstics outperform the state‐of‐the‐art algorithms, finding new best solutions for all the large‐sized instances (over 100 customers), or the currently known optimal ones for most of the small‐ and medium‐sized instances, in comparable computing times. Furthermore, in more than 80% of the instances the average value of the solutions found by the proposed algorithms is better than or equal to that of the current best known solution.