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

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

From “health club bros” to customers of GLP-1 drugs like Ozempic, many Individuals are attempting 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 traits that do not emphasize protein consumption, such because the ketogenic weight-reduction plan, have fallen out of favor.

“A whole lot of youthful customers are extra proactive about their well being habits, so that they’re on the lookout for methods to help well being now but additionally to help their well being sooner or later,” mentioned Julia Mills, a foods and drinks analyst for market analysis agency Mintel. “Technology Alpha, Gen Z, millennials — these customers are very energetic on social media, so that they’re consistently 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 mentioned 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 client preferences.

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

However it’s additionally hitting the menus of eating places which might be searching for methods to encourage diners to pay for premium meals and drinks.

Take Starbucks, for instance. The espresso large mentioned in late July that it’s going to roll out a chilly foam filled with 15 grams of protein later this 12 months; the common chilly foam add-on sometimes prices clients an additional $1.25 per drink. The brand new foam comes because the chain’s U.S. sales have been shrinking for the previous 12 months as espresso drinkers brew their java at dwelling or hunt down trendier choices.

Rival Dutch Bros launched a protein espresso in early 2024 and prices clients an additional $1 for the customization. The menu addition fueled sturdy same-store gross sales development and income for the upstart chain.

Eateries are searching 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 each day protein objective to enhance his physique and general well being. When he dines out, he tries to maximise his protein, though he generally goes for pizza anyway.

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

This 12 months, 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 development appears to be like 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 mentioned that consuming an excessive amount of protein will be unhealthy for you,” Mintel’s Mills mentioned.

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 Steadiness Wellness.

The advisable each 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 knowledge. That 12 months, Dine Brands’ 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 apply 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 mentioned in March.

Many eating places are additionally leaning into U.S. customers’ need for comfort. Accessibility could also be why Datassential discovered that customers are inclined to choose 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 aimed toward customers who take GLP-1 medication for weight reduction or diabetes. The fast weight reduction that may happen from the drugs could cause muscle mass to drop, so docs usually advise sufferers to extend their protein consumption to keep up their muscle.

“It is a handy, on-the-go option to get in your protein that you just’re on the lookout for in your weight-reduction plan,” mentioned Lori Primavera, Smoothie King’s vice chairman of analysis and growth and product advertising.

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

For instance, Panda Categorical launched its personal protein plates earlier this 12 months. 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 an identical technique again in 2019 when it launched “life-style bowls,” marketed to suit totally different dietary targets, 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 company blog, highlighting its grilled nuggets and the Cool Wrap, which contains a grilled rooster 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 standard choices, in response to Datassential trendologist Claire Conaghan.

Eggs are one purpose why breakfast, brunch and lunch eatery First Watch has all the time been “protein ahead,” CEO Chris Tomasso advised CNBC. The chain hasn’t adjusted its menu particularly to deal with customers’ demand for extra protein, however TikTok influencers have highlighted how one can order a high-protein meal when visiting its eating places.

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

After all, protein is not the one option to win over health-conscious customers. Hutkowski mentioned 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 cook dinner can be rather more engaging to me than overly loaded protein dishes,” he mentioned.