So Much Meat, So Little Time: Fast-Food Chains Say the Limited-Time Offer May Have Lost Sizzle

American diners may have reached their limit on LTOs.

Restaurants have rolled out one limited-time offer after another in an effort to lure in consumers looking for variety or value. Lately, though, industry giants like McDonald's (MCD) have had less success with "LTOs," or items available for a limited period of time, and at times sold at lower price points. Some chains, including Wendy's (WEN) and Popeyes, plan to focus less on the promotions, and more on their main menus.

Restaurant visits grew relatively modestly during McDonald's recent LTOs, according to Placer.ai, which tracks foot traffic. Traffic grew nearly 6% year-over-year during the first week McDonald's sold its mint Shamrock Shake, but came in 0.5% below a year earlier the next week, Placer.ai said. Visits rebounded—coming in 2% above a year prior—when the Big Arch burger made its debut, but the response was muted compared to prior promotions, Placer.ai said.

Restaurants aren't the only companies that have been relying on LTOs. Packaged food manufacturers and other consumer goods companies have tried to gin up interest with products that are only temporarily available.

The word on the burger, which the company called the "most McDonald's McDonald's burger yet," was undoubtedly out: CEO Chris Kempczinski's video review of the Big Arch went viral, with viewers joking that Kempczinski seemed unfamiliar with, and potentially less than enthusiastic about, the sandwich. McDonald’s didn’t respond to Investopedia’s questions in time for publication.

“These results may suggest that consumers are becoming increasingly selective in their spending—potentially making it more difficult for [quick-service restaurant] chains to rely on LTOs alone to drive meaningful traffic momentum without additional value-oriented offerings,” Placer.ai said.

Some fast-food executives agree.

Wendy’s determined in 2025 that “we swung the pendulum too far towards limited price promotions instead of everyday value,” Interim CEO Kenneth Cook said on a conference call last month, according to a transcript made available by AlphaSense.

The chain cut back on specials after a barrage of promotions slowed service and confused customers over the summer, Cook said on a conference call in August. Early this year, Wendy's launched Biggie Deals, which Cook described as a “permanent value platform” with $4, $6 and $8 options.

Popeyes is also deprioritizing LTOs after recent releases, including pickle-flavored items and thin, battered chicken strips called Dippers, didn’t catch on, said Joshua Kobza, CEO of the chain’s parent company, Restaurant Brands International (QSR).

The items "gained a lot of customer interest, but sometimes don't drive the sustained sales growth that we'd like to see," Kobza said on a conference call in October, according to a transcript. "So, you're probably going to see us shift back a bit of that focus to some of our more core platforms." Wendy's and Popeyes didn't respond to requests for comment in time for publication.