Limited-time offers (LTOs) continue to outpace core menu growth, according to CSP sister research arm Technomic, Chicago.
Even though core menus continue to increase in size, LTOs are growing at exponential rates, Technomic said in a new report, State of the Menu 2025, which compared data from 2023’s fourth quarter to 2024’s fourth quarter.
While the report focuses on the top 500 chain restaurants, it provides solid insight for convenience stores on what’s trending and in developing foodservice strategies.
LTOs across convenience stores, full-service restaurants (FSRs) and limited-service restaurants (LSRs) are up 36% in the time period noted above—and up 128% over the last five years, Technomic said.
In particular, LTOs offered at c-stores were as follows:
- 2019: 1,438
- 2020: 1,720
- 2021: 2,241
- 2022: 3,209
- 2023: 1,603
- 2024: 2,816
“In 2024, we saw operators do just about anything it took to drive traffic,” Lizzy Freier, director of menu research and insights, said in the report. “They have been increasingly looking to special, unique and unexpected limited-time offers that will help them stand out from the competition. Expect for operators to continue to up the ante in 2025.”
Technomic also broke down the key themes for the top LTOs as follows:
Purchase intent: Beef items dominated the top 10 of the most appealing options in 2024, making up half. Other options included fried fare (cheese, chicken and onion rings) and bite-sized/mini items.
Uniqueness: Operators generated buzz by adding twists on classics, such as a Yam and Cheese Sandwich, Kimchi Cheesesteak, and Caramel Apple Lemonade. In addition, the menu included unique mashups, such as Peanut Butter Bacon Cheeseburger, Pina Colada Pancakes, Chicken and Eggo Waffles Pizza.
Draw: In 2024, multiprotein dishes had strong potential to help operators gain incremental traffic, especially with shellfish such as lobster or crab, which was spotlighted in half of the top 10 draws.
Craveability: Surf-and-turf and surf-and-surf dishes (which were four of the top 10 most craveable items), bowls and loaded fries had strong potential to drive incremental sales.
Looking back at 2024, Technomic key themes included the blossoming of beverages.
“Beverages, both nonalcohol and adult, have some of the greatest growth in the last year,” said Technomic. “We’re seeing beverages gain steam as consumers favor them for their convenience, customization and cost-effectiveness, and operators increasingly look to them for their beneficial profit margin.”
Another theme, Technomic said, is that items it classifies as “specialty.” These items, less common compared with other items “within their respective mealparts, are seeing some of the greatest momentum on menus over the past year.”
Finally, a third theme is that the fastest-growing flavors, ingredients and preparations spotlight a range of unexpected twists, Technomic said.
“Indulgent dessert flavors and ingredients were notably on the rise in LSR breakfast dishes,” said Technomic, naming cheesecake, salted caramel, and marshmallow. In addition, upscale, luxury fare (lobster, wagyu, truffles) typically found at FSRs are on the rise at LSRs.
Earthy and spicy flavors are growing in adult beverages, Technomic added, “and more traditional health claims—such as no sugar—are once again on the rise.”
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