The offer may expire at midnight, but the strategy sure won't. For restaurant chains chasing attention in an increasingly fractured landscape, the limited-time offer — once a seasonal gimmick — is now a permanent menu fixture. What used to be an occasional spike has become a predictable rhythm: a steady drumbeat of new sauces, returning fan favorites, and blink-and-you-miss-it promotions designed to keep brands "top of mind with our guests all year long," as Chipotle CEO Scott Boatwright put it last week during the company's earnings call. The shift reflects a simple reality: In an attention economy, novelty is currency. And for operators, limited-time offers are among the cheapest ways to mint it. Read more about the strategy at the link in our bio. Story by Katherine Tangalakis-Lippert (Credit: Getty Images) #limitedtimeoffer #foodindustry #marketingtactics #fastfoodtrends #foodmarketing