Limited-time offers in foodservice continue to increase month over month and year over year, according to the recent LTO Monthly Activity report for November from CSP sister research arm Technomic, Chicago.
For example, in November LTOs grew 4% compared with October 2023—and 14% compared with November 2022.
Apple flavors in November were among the top-rated LTOS. Items including apple fritters, “chaider” (chai and apple cider) and apple cider sangria appeared on top-rated LTO lists for purchase intent, draw and craveability, Technomic said.
One apple LTO going on now is Fritter Fridays at Stewart’s Shops, Ballston Spa, New York. The convenience-store chain is selling apple fritters for $1.99 every Friday in February.
Eggs were another food popular in entrees in November. “Entrees with egg appeared on three out of four of the top-rated lists in November,” Technomic said. “The Whipped Goat Cheese Ricotta Egg White Omelette at Silver Diner was the highest-rated item for uniqueness.”
Other egg dishes, including a Burrata Shakshuka with over-easy eggs and King Classic Steampot with hard-boiled egg, were among the top-rated items for draw and craveability.
Technomic data tracking LTOs over a five-year span show the growth in convenience stores and limited- and full-service restaurants:
- 2018: 1,453 LTOs at c-stores
- 2019: 1,438
- 2020: 1,720
- 2021: 2,241
- 2022: 3,209
The number of LTOs was greatest at full-service restaurants:
- 2018: 8,087
- 2019: 9,830
- 2020: 10,695
- 2021: 10,979
- 2022: 9,831
At limited-service restaurants:
- 2018: 4,710
- 2019: 4,919
- 2020: 5,375
- 2021: 7,063
- 2022: 7,682
The survey’s methodology involved showing 500 respondents a list of recently released LTOs from the Top 500 U.S. restaurant chains and convenience stores and asked which they’d be likely to purchase (without seeing the brand).
Growth in Every Mealpart
In a related report, LTO Seasonal Review from fall 2023, Technomic analysis shows that fall LTOs have risen in every mealpart, particularly entrees and adult beverages, both of which have nearly doubled since 2019.
This rise in entrees:
- 2019: 1,684
- 2020: 2,065
- 2021: 1,990
- 2022: 2,109
- 2023: 3,152
- Related: 2024 Is So Last Year: Here’s Technomic’s 2025 Menu Predictions
The report also shows the array of entree LTOs added in the fall. Here are the top 10:
- Sandwiches and wraps: 360
- Burgers: 270
- Chicken dish: 226
- Value meals: 219
- Pizza: 215
- Pasta/noodles: 159
- Specialty dish: 150
- Breakfast sandwiches: 144
- Beef dish: 133
- Salad main dish: 130
In nonalcohol LTOs added in the fall, the top 10 are:
- Latte: 118
- Cold brew: 91
- Frozen blended coffee: 84
- Iced latte: 80
- Coffee/filter coffee: 67
- Lemonade: 65
- Energy drink: 60
- Restaurant original/mocktail: 47
- Chiller: 41
- Other blended/smoothies: 31
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