Limited-time offers are launched to build traffic and sales, and customers lured by LTOs may differ from the average guest.
In its Q2 2025 New Menu Item & LTO Performance report, Numerator found that LTO buyers behave differently when it comes to purchasing decisions. The market research company delved into three limited-time offers at Chipotle, McDonald’s and Taco Bell to show how.
All featured chicken—an increasingly popular protein to spotlight. It’s a consumer favorite and a cost-effective choice for operators, especially those wishing to gain a competitive edge with the growing segment of chicken chains.
Chipotle Honey Chicken was a recent LTO at the fast casual. Of those consumers who ordered it, 45% were considered new buyers (had not visited Chipotle in the last 12 weeks) and 43% said the new item influenced their decision to visit. Of the new visitors, 19% were likely to return compared to all Chipotle guests.
Sweet-and-spicy Chipotle Honey Chicken was the chain’s best-selling LTO in test markets before it rolled out systemwide.
Taco Bell’s Crispy Chicken Nuggets were an entirely new category for the fast-food chain. Their introduction brought 36% new customers to Taco Bell vs. 65% who were existing guests.
Younger consumers, in particular, went for the new nuggets; 40% of new visitors were Gen Z and 24%, Millennials.
McDonald’s McCrispy Strips appealed in a bigger way to existing customers, many of whom were eagerly waiting for their debut. Only 11% of McCrispy Strips buyers were new guests, while 89% were regulars. But 49% of all purchasers said that the new item convinced them to visit McDonald’s.
With value an overriding consumer demand, Numerator analyzed the data to see which of the LTOs got the highest scores for that criteria. Chipotle Honey Chicken was the winner, with a ranking of 80% compared to 66% for Taco Bell and 65% for McDonald’s. Chipotle's chicken also ranked high in uniqueness at 84%. While chicken nuggets and strips were unique for Taco Bell and McDonald’s respectively, they scored considerably lower at 67% and 63%.
Launches of limited-time offers continue to accelerate as restaurants compete for customers seeking something new and special among what sometimes feels like a sea of sameness. This July, new item launches at chains and convenience stores numbered 3,023, and 93% of those were LTOs, according to Restaurant Business sister company Technomic.
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