Technomic: LTOs increased triple digits since 2019

Joe Pawlak, managing principal at Technomic, said on May 18 that limited-time offers in restaurants have increased by triple digits since 2019, according to Nation’s Restaurant News. Pawlak made the remarks during a National Restaurant Association Show session in Chicago titled “Driving Demand With LTOs.” Nation’s Restaurant News reported that operators are using a record pace of menu innovation as consumers look for novelty and are spending more when it is available. (nrn.com) The session took place at McCormick Place during the National Restaurant Association Show, which ran May 16-19 in Chicago, according to the National Restaurant Association. (restaurant.org) Technomic’s event page said Pawlak appeared with independent and chain operators to discuss how they use limited-time offers to boost sales and customer engagement. ### What exactly did Pawlak say in Chicago? Nation’s Restaurant News reported that Pawlak said limited-time offers, or LTOs, had climbed by triple digits since 2019. The publication framed the increase as part of a broader rise in menu experimentation across the restaurant business. (nrn.com) Technomic’s own preview of the session described LTOs as “powerful tools” that operators have used to boost sales, engage customers and stay ahead of competitors. That language appeared in advance materials for the May 18 panel, which named Pawlak as the featured Technomic speaker. (restaurant.org) ### Why are restaurant chains leaning so hard on LTOs? Nation’s Restaurant News reported that consumers are demanding more innovation and spending more when it is available. The article tied that demand to the heavy volume of limited-time items now appearing across restaurant menus. (nrn.com) Technomic data cited earlier by Nation’s Restaurant News showed restaurants and convenience stores issued nearly 37,000 limited-time offers in 2024, a record total. That March 2025 report said the count came from Technomic and underscored how promotions and short-run menu items had become a central traffic strategy. (technomic.com) ### How does this fit into the broader restaurant backdrop in 2026? The National Restaurant Association said in its 2026 State of the Restaurant Industry report that U.S. restaurant and foodservice sales are projected to reach $1.55 trillion this year. (nrn.com) The group said operators remain cautious because of persistent cost pressures and restrained household spending. Joe Pawlak has separately written that financially pressured consumers tend to trade down within foodservice rather than leave it entirely. In a Technomic paper published this month, he said higher gas prices can push diners toward less expensive formats, giving operators another reason to use tightly targeted offers and promotions. (nrn.com) ### Where was this discussed, and who was in the room? McCormick Place hosted the National Restaurant Association Show from May 16 through May 19, the association said. The event is billed by the group as the largest gathering of foodservice professionals in the Western Hemisphere. (restaurant.org) Technomic said Pawlak’s session included leading independent and chain operators who had “mastered the art of LTOs.” Nation’s Restaurant News covered the panel on May 19 as part of its reporting from the show floor and conference sessions. (technomic.com) ### What comes next for operators tracking this trend? The National Restaurant Association’s research team is continuing to publish 2026 trend reports and industry webinars through the spring, while Technomic continues to present operator-focused analysis tied to pricing, promotions and traffic. (restaurant.org) The next public reference point for many operators will be those association research updates and Technomic’s subsequent market reports following the Chicago show. (restaurant.org) (nrn.com)