From restaurants like Starbucks, Smoothie King seek to join the protein trend

Restaurant channels join the protein frenzy, hoping to encourage guests to pay more for additional macronutrients at a time when many consumers do not spend as much.

From “gymnasiums” to users of GLP-1 drugs like Ozempic, many Americans try to add more proteins to their diet, in order to build or maintain their muscle mass and feel more full after meals. In addition, food trends that do not focus on protein intake, such as the ketogenic diet, have fallen into disgrace.

“Many younger consumers are more proactive about their health habits, they are therefore looking for means of supporting health now, but also to support their health in the future,” said Julia Mills, food and drinks for the MINTEL market study. “Generation Alpha, Gen Z, Millennials – These consumers are very active on social networks, so they are constantly fed this message that you need more protein, and proteins help you gain muscles and make you stronger.”

About a third of consumers said they liked high proteins in the second quarter of 2025, against 24% three years ago, according to Datassential, which follows restaurant menus and consumer preferences.

The trend has fueled protein control in the alleys of grocery store, EGGO waffles full of Khloe Kardashian protein protein protein protein.

But it also strikes the menus of restaurants that seek ways to encourage guests to pay food and superior drinks.

Take StarbucksFor example. The coffee giant said in late July that it would deploy a cold foam filled with 15 grams of protein later this year; The additional module of regular cold foam generally costs $ 1.25 over $ 1.25 per drink. The new foam occurs while the American sales of the chain have shrunk since last year while coffee drinkers are brewing their java at home or looking for more trendy options.

Rival Dutch bros Launched a protein coffee at the start of 2024 and invoices customers an additional $ 1 for personalization. The addition of menu has fueled strong growth in comparable stores for the Upstart channel.

Restaurants are looking to attract guests like Jared Hutkowski, a 42 -year -old brokerage director in Harrisburg, Pennsylvania. He trains six days a week and tries to touch his daily protein goal to improve his physique and his overall health. When he dines, he tries to maximize his protein, although he sometimes opts for pizza anyway.

“The biggest factor is what I am in mood for this day, then I normally try to select a meal that contains at least one portion of a type of protein,” said Hutkowski.

This year, 28.4% of American restaurant menus call for “proteins”, against 5.9% ten years ago, according to DataSential. And the trend seems to be power. Datassential predicts that in 2029, more than 40% of restaurants will highlight proteins on their menus.

“Protein is one of those things that has never been vilified, because no one has ever said that eating too much protein can be bad for you,” said Mintel’s Mills.

In the short term, consumption of more protein that your body probably has no health problems, but in the long term, it could cause kidney problems, according to Diane Han, a recorded dietitian based in San Francisco and the founder of Woking Balance Wellness.

The recommended daily quantity of protein intake varies according to body weight but is around 46 grams for women and 56 grams for men, according to centers for disease control and prevention.

For restaurants, the change in protein step has occurred several years ago. In 2021, proteins had only a menu penetration of 11.5%; By 2022, more than a quarter of the restaurant menus used the term, based on Datrasennes data. This year, Dinner the brands’ The IHOP, for example, introduced pancakes with 18 grams of protein by Flapjack.

Rapid restaurants are the segment of the restaurants most likely to call proteins on their menus, thanks to the common practice of asking customers to choose their protein or to offer to double their game, according to Datassential.

Quick case salad chain Sweetgreen introduced a line of “protein plates” at the end of 2023 as part of an effort to introduce more generous options for dinner customers. The addition of menu has helped the company pass its dinner activity from 35% of sales to around 40%, managers said in March.

Many restaurants also look at the desire for convenience for American consumers. Accessibility can be the reason why Datassential has found that consumers tend to prefer drinks rich in protein.

For Smoothie King, the protein is a must in menu since its foundation over 50 years ago. But in October, the chain went further, launching a menu for consumers who take GLP-1 drugs for weight loss or diabetes. The rapid weight loss that can occur from drugs can lead to a drop in muscle mass, so doctors often advise patients to increase their protein intake to maintain their muscle.

“It is a practical and traveling way to put in your protein that you are looking for in your diet,” said Lori Primavera, vice-president of research and development and marketing of King Smoothie products.

Many restaurants also choose to highlight the existing options filled with protein, rather than adding new menu elements that would slow the kitchens or add to their operations.

For example, Panda Express introduced his own protein plates earlier this year. The line, created in partnership with a recorded dietitian, includes preexisting menu elements, but packs them like a balanced meal, highlighting the protein and fiber content.

Mexican grill chipotle Used a similar strategy in 2019 when he introduced “lifestyle bowls”, marketed to adapt to various food objectives, such as the Paleo diet or offer a double protein.

Similarly, in July, Chick-Fil-A put the spotlight on his own protein-rich options in a corporate blog, highlighting her toasted nuggets and fresh film, which includes a chest of grilled chicken, cheese and lettuce in a tortilla.

But for restaurants that want to add new menu elements, nachos with a choice of protein, protein bars made in the restaurant and egg dishes that highlight the high protein content are all more and more popular options, according to the Trendologist Datassential Claire Conaghan.

Eggs are one of the reasons why breakfast, brunch and restaurant First watch has always been “in an avant-garde,” CEO Chris Tomasso told CNBC. The chain has not adjusted its menu specifically to meet consumer demand for more protein, but Tiktok influencers highlighted how to order a meal rich in protein when visiting its restaurants.

“We hope it will continue to be a trend because we are in the middle of the fairway on this subject,” said Tomasso.

Of course, proteins are not the only way to win on consumers concerned about their health. Hutkowski said its main problem with the consumption of restaurants is that most foods are cooked in oils, butter and heavy fats that quickly add to its fat consumption for the day.

“A restaurant finding cleaner ways to cook would be much more attractive to me than protein dishes too busy,” he said.