The US restaurant protein trend is transforming menus as chains look for ways to attract health-conscious customers and increase sales. Many eateries see high-protein offerings as a chance to charge premium prices without alienating diners. This shift comes as demand for protein rises among both fitness enthusiasts and consumers seeking healthier dining options.
Market analysts say younger generations are driving the US restaurant protein trend. Social media often promotes messages linking protein to muscle growth, strength, and better long-term health. Diet fads that once overlooked protein are declining in popularity. Restaurants are responding by launching new items or rebranding existing dishes to emphasize protein content.
Data from Datassential shows nearly a third of consumers now favor high-protein foods, up from 24% three years ago. Supermarkets have embraced the trend with protein-packed snacks and breakfast products. Restaurants are capitalizing too, with chains like Starbucks planning protein-infused drinks and Dutch Bros introducing protein coffee to boost profits.
Smoothie King, known for its protein shakes, expanded its menu to include options for customers on GLP-1 medications. Panda Express rolled out “protein plates” featuring existing dishes marketed for their nutritional value. Sweetgreen, Chipotle, and Chick-fil-A are also promoting high-protein choices to meet growing demand.
Industry research shows that the US restaurant protein trend is here to stay. Ten years ago, fewer than 6% of restaurant menus mentioned protein; now the figure exceeds 28%. Analysts project that by 2029, more than 40% of eateries will highlight protein on their menus. Experts believe the trend’s link to health and fitness gives it lasting appeal.
While protein dominates menu marketing, some customers also want healthier cooking methods. They prefer reduced use of oils and fats over higher protein counts alone. Nevertheless, this suggests restaurants may need to balance protein-focused offerings with cleaner preparation techniques to win over the most health-conscious diners.
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