Starbucks protein drinks
Courtesy: Starbucks
Restaurant is joining the chain Protein maniaDuring a time additional macronutrients are expected to encourage dinner to pay more when many consumers are not spending that much.
From “gym bros” to users GLP -1 drugs Like ozmpic, many Americans are trying to add more proteins to their diet, with the goal of making or maintaining their muscles and feeling more satisfied after meals. In addition, dietary trends that do not insist on protein intake have been out of the side.
“Many young consumers are more active about their health habits, so they are now looking for ways to support health, but also to support their health in future.” “Generation Alpha, General Z, Millennials – These consumers are very active on social media, so they are constantly being conveyed that you need more protein, and protein helps you to get muscles and makes you stronger.”
Broadly one -third of consumers stated that they loved high protein in the second quarter of 2025, 24% to three years ago, according to the datsasiant, which tracks the restaurant menu and consumer preferences.
The trend has acquired a protein in the corridors of the grocery store, from the protein -rich egg wafal to the Khlow Kardashian’s Khloud Protein Popcorn.
But it is also killing the menu of the restaurant who are looking for ways to encourage dinner to pay for premium food and drink.
Take StarbucksFor example. The coffee veteran company said at the end of July that it would roll a cold foam packed with 15 grams of protein later this year; Regular cold foam add-on usually cost customers an additional $ 1.25 per drink. New foam comes Chen’s American sales It has been shrinking for the last one year as coffee drinkers have done their Java at home or have searched for trendy options.
rival Dutch bros Launched a protein coffee in early 2024 and charges an additional $ 1 for customers for customization. In addition to the menu, there was a strong similar-store sales growth and benefits for the upstart chain.
‘Never done’
Restauues are trying to attract dinner like Jredd Hutkowski, a 42 -year -old director of Brokerage in Harisburg, Pennsylvania. He works six days a week and tries to hit his daily protein target to improve his body and overall health. When he foods, he tries to maximize his protein, although he sometimes goes to pizza anyway.
“The biggest factor is what I am in the mood of the day, and then I usually try and choose a meal that serves at least some types of proteins,” Hutkowski said.
This year, 28.4% of the US restaurant menu are called “protein” from 5.9% a decade ago. And the tendency seems to have the power to live in it. Datsasiants predict that by 2029, more than 40% of the restaurants will highlight the protein on their menu.
“Protein is one of the things that have never been provoked, because no one has ever said that eating too much protein can be bad for you,” Milts’ Mills said.
In the short term, consuming excess protein than the requirement of your body will not cause health issues, but in the long term, it can cause kidney problems, according to Dyeni Han, a registered dietist and founder of the woking balance wellness located in San Francisco.
According to the disease control and prevention centers, the recommended daily volume of protein intake varies from body weight, but about 46 grams for women and 56 grams for men.
For restaurants, the step change of protein took place several years ago. In 2021, protein had only a menu penetration of only 11.5%; By 2022, more than a quarter of the restaurant menu used the term, based on the datsasiant data. that year, Dine brands For example, IHOP introduced pancakes with 18 grams of protein per flapjack.
Thanks to the common practice of fasting-casual restaurant segments, which are most likely to call protein on their menu, to introduce customers to take their protein or doubling their share.
Fast-Causual Salad Series Sweetgreen At the end of 2023, a line of “protein plates” introduced as part of the attempt to introduce more heartfelt options for dinner customers. Officials said in March that the menu joint has helped the company to increase its dinner business by 35% of sale to about 40%.
Many restaurants are also bending in the will of American consumers for convenience. Exercise may be that Datsasiants found that consumers prefer protein-pack beverages.
For Smothi King, protein has been staple since its installation over 50 years ago. But in October, the series took a step forward, in which a menu was introduced for the purpose of consumers who take GLP -1 drugs for weight loss or diabetes. Rapid weight loss from drugs can cause muscles to fall, so doctors often recommend patients to increase their protein intake to maintain their muscles.
“This is a convenient, on-a-go way to get in your protein that you are seeing in your diet,” said the vice-president of Lori Primara, Smtthi King’s Research and Development and Product Marketing.
Playing protein
An employee creates a Burtito bowl at Luisville, Kentki, a chiptal Mexican grill ink restaurant.
Luke Shrar | Bloomberg | Getty images
Many restaurants are also choosing to highlight existing protein-pack options rather than adding new menu items, which will slow down the kitchen or add too much complication to their operation.
For example, Panda Express introduced its protein plates earlier this year. The line created in partnership with a registered dietist includes the menu items already existing, but package them as a balanced diet, highlighting protein and fiber content.
Chipotal mexican grill In 2019, he appointed a similar strategy back when he introduced “lifestyle bowls”, marketing to fit various dietary goals, such as offering pelio diet or double protein.
Similarly, in July, Chik-Fil-A put a spotlight on its own high-protein options Company blogHighlighting its grilled nuggets and cool rap, which includes a grilled chicken breast, cheese,, and letters in a totila.
But for restaurants that want to add new menu items, dance proteins, restaurant-made protein bars and egg dishes that highlight high protein content, all are rapidly popular options, Datsaciant Trendologist Claire according to the Konaghan.
Eggs are one of the reasons for breakfast, brunch and afternoon first timer There has always been “protein forward”, CEO Chris Tomaso told CNBC. The series has not adjusted its menu to address the demand of consumers for more protein, especially, but Tiktok effect While visiting your restaurant, high-protein is highlighted the way to order food.
“We hope this remains a trend because we are below the middle of the fairway,” Tomaso said.
Of course, protein is not the only way to win health-conscious consumers. Hutkovski said that his primary issue with food in the restaurant is that most foods are cooked in oil, butter and heavy grease that faster add fat to their intake for the day.
He said, “A restaurant finding cleaner ways to cook would be much more attractive to me than more attractive protein dishes,” he said.
