Time-bound chicken specials allure various diners at Chipotle, Taco Bell, and McDonald's
In the fast-paced world of fast food, Limited-Time Offers (LTOs) have become a common strategy to attract customers seeking new and special offerings. According to the Q2 2025 New Menu Item & LTO Performance report by Numerator, this trend was evident, with an overwhelming 93% of the 3,023 new item launches in July 2022 being LTOs.
The report focused on three such LTOs at Chipotle, McDonald's, and Taco Bell. Let's take a closer look at how these offerings fared.
At Chipotle, the Honey Chicken LTO was a resounding success. The unique dish, which scored 84% in uniqueness, was the chain's best-selling LTO in test markets before it was rolled out systemwide. Not only did it appeal to existing customers, but it also managed to lure in new ones. A significant 45% of consumers who purchased the Honey Chicken LTO had not visited Chipotle in the last 12 weeks. Moreover, the LTO influenced 43% of its new visitors to make a visit.
The Honey Chicken LTO also ranked highest in value, with a score of 80%. This was in contrast to McDonald's McCrispy Strips, which ranked lower in uniqueness and value compared to Chipotle's offering. Despite this, the McCrispy Strips were highly anticipated by existing customers, with 49% of all purchasers stating that the new item convinced them to visit McDonald's.
Over at Taco Bell, the introduction of Crispy Chicken Nuggets brought in 36% new customers compared to 65% who were existing guests. While this was lower than Chipotle's success with the Honey Chicken LTO, Taco Bell's offering still managed to make an impact.
In terms of new guest acquisition, only 11% of McCrispy Strips buyers were new guests, while a staggering 89% were regulars. This was a stark contrast to Chipotle's Honey Chicken LTO, where 43% of its new visitors were influenced to make a visit.
In a recent study, it was found that of the new visitors who tried Chipotle's Honey Chicken LTO, 19% were likely to return compared to all Chipotle guests. This suggests that while the LTO was effective in attracting new customers, it also managed to convert some of them into regulars.
In conclusion, the Q2 2025 New Menu Item & LTO Performance report provides insights into the purchasing behavior of customers lured by LTOs. It demonstrates that while these offerings can be effective in attracting new customers, the key to success lies in creating unique, high-value dishes that appeal to both new and existing customers.
Pat, the author who provides in-depth coverage of chefs, trends, and menu innovation for Restaurant Business and hosts the weekly Menu Talk podcast, offers valuable insights into the fast food industry and its ever-evolving strategies.
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