Special menu offerings from Chipotle, Taco Bell, and McDonald's entice diverse diners
In July 2025, the fast-food industry saw a surge in limited-time offers (LTOs) with a total of 3,023 new items launched across chains and convenience stores. A staggering 93% of these were LTOs, designed to attract both new and existing customers.
One of the standout LTOs was Chipotle's Honey Chicken, which proved to be a hit with consumers. According to Numerator's Q2 2025 New Menu Item & LTO Performance report, the Honey Chicken LTO attracted 45% new buyers, compared to all Chipotle guests. Remarkably, 43% of these new customers were influenced to visit by the new item.
The Honey Chicken LTO also ranked high in uniqueness, with a score of 84%, indicating that it offered something different to Chipotle's regular menu. Moreover, it was the chain's best-selling LTO in test markets before it rolled out systemwide. The Honey Chicken LTO was also the highest-scoring limited-time offer in terms of value, with a ranking of 80%.
On the other hand, Taco Bell's Crispy Chicken Nuggets brought 36% new customers to the fast-food chain, compared to 65% existing guests. However, these new customers were less influenced by the LTO, with only 32% reporting that the new item convinced them to visit Taco Bell. The Crispy Chicken Nuggets scored lower in uniqueness, at 67%, compared to Chipotle's Honey Chicken.
McDonald's McCrispy Strips, another popular LTO, appealed primarily to existing customers. Only 11% of McCrispy Strips buyers were new guests, while 89% were regulars. Despite this, 49% of all McDonald's McCrispy Strips purchasers said that the new item convinced them to visit the fast-food chain. The McCrispy Strips scored lower in uniqueness, at 63%, compared to the other LTOs.
Interestingly, social media platforms such as Facebook, Twitter, and LinkedIn also launched limited-time offers to increase traffic and sales. However, the search results do not provide information about which chain created the largest number of Limited-Time-Offers in July 2025 or had a noticeable impact on market behavior.
In conclusion, limited-time offers continue to be a popular strategy for fast-food chains to attract new customers and boost sales. The success of these offers, however, seems to depend on the uniqueness and value they offer compared to the regular menu.
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