• by Teresa Buyikian , Yesterday

Meal deals, limited time offers (LTO) and super sales are the driving promotions embraced by fast food restaurants across the globe. But how effective are these marketing tactics in terms of driving actual new and return customer traffic?

The Harris On Demand survey on behalf of Xenial of fast casual and QSR diners took a deeper look specifically at LTOs such as Starbuck’s Pumpkin Spice Latte, McDonald’s Shamrock Shake and the Taco Bell MexiMelt.

The poll, seen here, found that 57% of U.S. adults “frequent” QSRs, with frequent defined as “at least once a week.” Another 26% visit once per month.

Customers generally know what they want, especially when that includes an LTO. Eighty-three percent of QSR customers arrive at the restaurant already knowing what they want to order, with 31% going to a QSR specifically to order an LTO.

And if they like an LTO, they’re going to tell a friend (or post it on their ‘Gram); 34% agreed they would likely tell other people about a QSR’s limited-time menu item if they enjoyed it. Harris cites the example of McDonald’s popular purple Grimace Shake LTO in 2023, which generated more than 632 million TikTok views.

All those social posts can inspire some FOMO, especially in Gen Zers. Nearly one-fifth (18%) of frequent diners said they feel “like they are missing out if they see a limited-time menu item they haven’t tried at a QSR.” Eighty-one percent of those same Gen Zers are motivated to visit a restaurant if it has an LTO.

LTOs also hit frequent customers, with just over one-fourth (27%) agreeing that when they go to a QSR, they “often try a limited-time menu item rather than a meal they’ve already had.”

Various types of LTOs work better than others. Twenty-seven percent prefer when “QSRs put a twist on a menu item they already enjoy.” Of little surprise to fans of Pumpkin Spiced Lattes and Peppermint Mochas, the poll found that 76% are interested in trying holiday themed LTOs and 74% are interested in seasonal flavors. Celebrity-endorsed meals garnered the lowest interest, at 39%.