Eating places like Starbucks, Smoothie King search to affix protein pattern

Restaurant chains are becoming a member of in on the protein frenzy, hoping to encourage diners to pay extra for further macronutrients throughout a time when many customers aren’t spending as a lot.

From “health club bros” to customers of GLP-1 medication like Ozempic, many Individuals try so as to add extra protein to their diets, with the objective of constructing or sustaining their muscle mass and feeling extra satiated after meals. Furthermore, weight-reduction plan developments that do not emphasize protein consumption, such because the ketogenic weight-reduction plan, have fallen out of favor.

“A variety of youthful customers are extra proactive about their well being habits, so that they’re searching for methods to help well being now but additionally to help their well being sooner or later,” stated Julia Mills, a foods and drinks analyst for market analysis agency Mintel. “Technology Alpha, Gen Z, millennials — these customers are very lively on social media, so that they’re continually being fed this message that you just want extra protein, and protein helps you achieve muscle and makes you stronger.”

Roughly a 3rd of customers stated they cherished excessive protein within the second quarter of 2025, up from 24% three years in the past, in response to Datassential, which tracks restaurant menus and shopper preferences.

The pattern has fueled a protein takeover in grocery retailer aisles, from protein-packed Eggo waffles to Khloe Kardashian’s Khloud protein popcorn.

Nevertheless it’s additionally hitting the menus of eating places which are looking for methods to encourage diners to pay for premium meals and drinks.

Take Starbucks, for instance. The espresso big stated in late July that it’ll roll out a chilly foam filled with 15 grams of protein later this yr; the common chilly foam add-on usually prices clients an additional $1.25 per drink. The brand new foam comes because the chain’s U.S. gross sales have been shrinking for the previous yr as espresso drinkers brew their java at residence or hunt down trendier choices.

Rival Dutch Bros launched a protein espresso in early 2024 and fees clients an additional $1 for the customization. The menu addition fueled robust same-store gross sales progress and earnings for the upstart chain.

Eateries are looking for to draw diners like Jared Hutkowski, a 42-year-old director of brokerage in Harrisburg, Pennsylvania. He works out six days per week and tries to hit his every day protein objective to enhance his physique and general well being. When he dines out, he tries to maximise his protein, though he typically goes for pizza anyway.

“The largest issue is what I’m within the temper for that day, after which I usually try to choose a meal that has a least a serving of some sort of protein in it,” Hutkowski stated.

This yr, 28.4% of U.S. restaurant menus name out “protein,” up from 5.9% a decade in the past, in response to Datassential. And the pattern seems to be prefer it has endurance. Datassential predicts that by 2029, greater than 40% of eateries will spotlight protein on their menus.

“Protein is a type of issues that is by no means been vilified, as a result of nobody’s ever stated that consuming an excessive amount of protein might be unhealthy for you,” Mintel’s Mills stated.

Within the quick time period, consuming extra protein than your physique wants seemingly will not trigger well being points, however in the long run, it may trigger kidney issues, in response to Diane Han, a registered dietitian based mostly in San Francisco and the founding father of Woking Stability Wellness.

The really helpful every day quantity of protein consumption varies by physique weight however is roughly 46 grams for girls and 56 grams for males, in response to the Facilities for Illness Management and Prevention.

For eating places, protein’s step change occurred a number of years in the past. In 2021, protein solely had a menu penetration of 11.5%; by 2022, greater than 1 / 4 of restaurant menus used the time period, based mostly on Datassential information. That yr, Dine Manufacturers’ IHOP, for instance, launched pancakes with 18 grams of protein per flapjack.

Quick-casual eateries are the restaurant phase probably to name out protein on their menus, because of the frequent observe of asking clients to select their protein or providing to double their portion, in response to Datassential.

Quick-casual salad chain Sweetgreen launched a line of “protein plates” in late 2023 as a part of an effort to introduce extra hearty choices for dinner clients. The menu addition has helped the corporate develop its dinner enterprise from 35% of gross sales to about 40%, executives stated in March.

Many eating places are additionally leaning into U.S. customers’ want for comfort. Accessibility could also be why Datassential discovered that customers are likely to desire protein-packed drinks.

For Smoothie King, protein has been a menu staple since its founding greater than 50 years in the past. However in October, the chain took one step additional, launching a menu geared toward customers who take GLP-1 medication for weight reduction or diabetes. The fast weight reduction that may happen from the medicines may cause muscle mass to drop, so medical doctors typically advise sufferers to extend their protein consumption to take care of their muscle.

“It is a handy, on-the-go approach to get in your protein that you just’re searching for in your weight-reduction plan,” stated Lori Primavera, Smoothie King’s vp of analysis and improvement and product advertising.

Many eating places are additionally selecting to focus on present protein-packed choices, relatively than including new menu gadgets that will decelerate kitchens or add to a lot complexity to their operations.

For instance, Panda Specific launched its personal protein plates earlier this yr. The road, created in partnership with a registered dietitian, contains pre-existing menu gadgets however packages them as a balanced meal, highlighting protein and fiber content material.

Chipotle Mexican Grill employed the same technique again in 2019 when it launched “life-style bowls,” marketed to suit totally different dietary objectives, just like the paleo weight-reduction plan or providing double protein.

Likewise, in July, Chick-fil-A put the highlight by itself high-protein choices in a firm weblog, highlighting its grilled nuggets and the Cool Wrap, which contains a grilled hen breast, cheese and lettuce in a tortilla.

However for the eateries that need to add new menu gadgets, nachos with a selection of protein, restaurant-made protein bars and egg dishes that spotlight excessive protein content material are all more and more well-liked choices, in response to Datassential trendologist Claire Conaghan.

Eggs are one cause why breakfast, brunch and lunch eatery First Watch has at all times been “protein ahead,” CEO Chris Tomasso instructed CNBC. The chain hasn’t adjusted its menu particularly to handle customers’ demand for extra protein, however TikTok influencers have highlighted easy methods to order a high-protein meal when visiting its eating places.

“We hope that continues to be a pattern as a result of we’re proper down the center of the golf green on that,” Tomasso stated.

After all, protein is not the one approach to win over health-conscious customers. Hutkowski stated his main challenge with consuming at eating places is that a lot of the meals is cooked in oils, butter and heavy greases that quickly add to his consumption of fat for the day.

“A restaurant discovering cleaner methods to prepare dinner could be far more engaging to me than overly loaded protein dishes,” he stated.