Starbucks, Smoothie King Join Protein Trend Restaurants
Restaurants Lean Into Protein to Attract Health-Conscious Diners
Table of Contents
Consumers are increasingly focused on protein intake, and restaurants are responding – but often without drastically overhauling their menus. Instead of introducing entirely new items that could slow down kitchen operations,many eateries are highlighting the protein content of existing dishes or strategically packaging meals to appeal to health-conscious diners.
The Rise of Protein-Focused Eating
demand for protein is surging, driven by trends like fitness, weight management, and overall wellness. Consumers aren’t just looking for more food; they’re looking for better food – food that fuels their bodies and supports their health goals. This shift is prompting restaurants to adapt, but a full menu revamp isn’t always the answer.
“Restaurants are realizing they don’t necessarily need to create a whole new menu,” explains Claire Conaghan, a trendologist at Datassential. “They can work with what they have and simply showcase the protein content more effectively.”
Several major chains are already employing this strategy. Panda Express launched protein plates earlier this year, curated by a registered dietitian, which combine existing menu items into balanced meals emphasizing protein and fiber. This approach allows the restaurant to cater to a growing demand without adding complexity to kitchen procedures.
Chipotle Mexican Grill pioneered a similar tactic in 2019 with the introduction of “lifestyle bowls.” These pre-designed bowls were marketed to align with specific dietary preferences, including paleo and high-protein options, simply by adjusting portion sizes and ingredient combinations.
Chick-fil-A recently highlighted its own protein-rich offerings in a July company blog post, spotlighting grilled nuggets and the Cool Wrap – a grilled chicken breast, cheese, and lettuce tortilla. This content marketing strategy aims to educate customers about existing healthy choices.
While many restaurants are leaning into repackaging, others are introducing new items to capitalize on the protein trend. According to Conaghan, popular additions include:
Nachos with protein choices: Offering a variety of protein toppings allows customers to customize their meal to meet their needs.
Restaurant-made protein bars: Providing a convenient and healthy snack option.
High-protein egg dishes: Leveraging the naturally protein-rich nature of eggs, particularly for breakfast, brunch, and lunch.
Breakfast & Beyond: First Watch and the TikTok Effect
Breakfast, brunch, and lunch chain First Watch has always been “protein forward,” according to CEO Chris Tomasso. The chain hasn’t made specific menu changes to address the increased demand,but has benefited from organic promotion.
“Tiktok Influencers have highlighted how to order a high-protein meal when visiting our restaurants,” Tomasso told CNBC. “We hope that continues to be a trend because we’re right down the middle of the fairway on that.” This demonstrates the power of social media and user-generated content in shaping consumer perceptions and driving traffic.
Beyond Protein: The Importance of Clean Cooking
While protein is a major draw, it’s not the only factor influencing health-conscious diners. Some consumers are equally concerned about how* food is prepared.
“A restaurant finding cleaner ways to cook would be much more attractive to me than overly loaded protein dishes,” says one consumer, highlighting a preference for cooking methods that minimize unhealthy fats. Reducing reliance on oils, butter, and heavy greases could be a important differentiator for restaurants looking to appeal to a wider range of health-focused customers.