McDonald's latest menu missteps could have a significant impact on the company's future. Limited-time menu options (LTOs) have become a key strategy for fast-food restaurants, often seen as one offs like Taco Bell's Y2K menu or seasonal offerings like Chick-fil-A's peppermint chip milkshake. However, data from Placer.ai indicates that these temporary offerings are no longer popular as they become less frequent. McDonald's' release of the Big Arch burger in 2026 saw traffic grow only 2.2% year over year, less than the expected 2.5% increase for the chain. The number of limited-time offers in restaurants in 2025 is expected to be twice what it was seen in 2022.