U.S. Secretary of Health and Human Services Robert F. Kennedy Jr. attends a briefing at the White House in Washington, January 7, 2026.
Kevin Lamarque | Reuters
The new federal dietary recommendations have drawn mixed reactions from the struggling restaurant industry, as changes to the guidelines could encourage Americans to dine out less often or choose from a smaller number of restaurants when they leave the house.
The Departments of Health, Human Services and Agriculture released the nutritional guidelines Wednesday. The recommendations, updated every five years, call for higher consumption of protein and whole-fat dairy products and reduced consumption of processed foods and sugary drinks.
The guidelines are primarily a public health tool for use by federal agencies, health care providers and nutrition experts. It is therefore difficult to know to what extent they will influence the individual choices of consumers. Although the recommendations focus largely on at-home dining, they also touch lightly on the restaurant industry.
“When dining out, choose nutrient-dense options,” the guidelines advise.
Although the recommendations could discourage Americans from spending at restaurants — especially at a time when high inflation has dampened travel to dine out — some sectors of the industry have had a positive reaction to the changes. The changes could provide a particular boost to struggling fast-casual chains like Soft green And Chipotlewho have long touted the type of natural ingredients championed by HHS Secretary Robert F. Kennedy Jr.’s “Make American Healthy Again” movement.
A lobbying executive who represents restaurant businesses, whose organization participated in meetings with the White House on the new guidelines, said the outcome could have been “much worse” for the industry. The person, who declined to be named because his organization was involved in private discussions, said the end result was better for the industry than the guidance proposed earlier in 2025.
However, the executive said he remains concerned that the guidelines could encourage Americans to eat at home when diners have affordable options to incorporate those foods at restaurants. This implication could also anger restaurant chains and their franchisees.
Despite potential concerns from some, industry lobbying group the National Restaurant Association supported the new guidelines.
“Now more than ever, restaurant operators are offering a greater variety of options, allowing consumers to choose what best fits their dietary needs, preferences and lifestyle. We applaud Secretary Kennedy and the Trump Administration for the release of the new guidelines and look forward to continuing to work with policymakers to ensure that nutritional advice remains practical, flexible and supportive of access and innovation,” said National Restaurant Association spokesperson Sean Kennedy, in a statement to CNBC.
Restaurant franchise lobbyist the International Franchise Association called the approach “nuanced” and said it could limit the number of price increases restaurants must make.
“Fortunately, the more nuanced approach in these guidelines helps ensure that our members will not have to raise prices and that consumers can continue to make their own choices,” the group said. “Any future regulations or guidance must keep potential cost increases in mind, as restaurant operators already face numerous regulatory burdens and supply chain challenges, which most often disproportionately affect small business owners, such as franchisees, and, ultimately, American consumers. »
How Fast Casual Could Benefit
Some of the most favorable reactions came from channels that had been taken down by 2025, including Chipotle And Soft green. Both fast-casual names have seen a pushback from younger consumers who continue to struggle in a K-shaped economy, where spending has become more concentrated among higher earners.
Sweetgreen, which was the restaurant industry’s biggest laggard last year with its shares falling nearly 80%, welcomed the new guidelines.
A spokesperson told CNBC in a statement: “We keep ultra-processed ingredients and added sugars out of our restaurants, source transparently from partners we know and trust, and cook our food from scratch. That’s why we’re excited to see the new food pyramid so clearly emphasize whole, real, unprocessed foods.
Sweetgreen founder and CEO Jonathan Neman wrote on Today, the government finally told the American people the truth. Avoid highly processed foods (which make up 70% of a child’s diet). Avoid refined carbohydrates. CELEBRATE REAL FOOD…LFG!
Chipotle launched a high-protein menu with items ranging from 15 to 81 grams of protein.
Source: Chipotle Mexican Grill
Similarly, Chipotle, which recently launched a high-protein, GLP-1-friendly menu, told CNBC that it has previously followed similar dietary guidelines.
“Our real-ingredient menu makes it easier to follow new dietary guidelines that prioritize high-quality proteins, healthy fats, fruits, vegetables and whole grains, while limiting highly processed foods and refined carbohydrates,” Chipotle spokeswoman Laurie Schalow said in a statement. “With real food made from wholesome ingredients – no artificial colors, flavors or preservatives – Chipotle offers choices that align with a balanced, modern approach to eating.”
The company’s shares are down nearly 40% in 2025, but some Wall Street analysts have pointed to it as a potential winner in the new GLP-1 landscape, where drug users often opt for smaller servings containing more protein.
Kennedy led the MAHA platform, advocating a whole-food diet to prevent chronic disease. At times, his beliefs, such as his advocacy of beef tallow and his encouragement of more red meat in the diet, have clashed with both public health experts and industry players, like McDonald’s.
Kennedy’s criticism of processed foods has put fast food chains on the defensive, even though President Donald Trump is a fervent and loyal fan, especially of McDonald’s.