Starbucks Protein Drink
Courtesy: Starbucks
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 shoppers aren’t spending as a lot.
From “fitness center bros” to customers of GLP-1 medication like Ozempic, many People 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, food plan developments that do not emphasize protein consumption, such because the ketogenic food plan, have fallen out of favor.
“A whole lot of youthful shoppers are extra proactive about their well being habits, so that they’re in search of methods to help well being now but in addition to help their well being sooner or later,” stated Julia Mills, a food and drinks analyst for market analysis agency Mintel. “Technology Alpha, Gen Z, millennials — these shoppers are very energetic on social media, so that they’re continually being fed this message that you just want extra protein, and protein helps you acquire muscle and makes you stronger.”
Roughly a 3rd of shoppers stated they cherished excessive protein within the second quarter of 2025, up from 24% three years in the past, based on Datassential, which tracks restaurant menus and shopper 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 big stated in late July that it’ll roll out a chilly foam full of 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. gross sales have been shrinking for the previous 12 months as espresso drinkers brew their java at dwelling or search out 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 development and earnings for the upstart chain.
‘By no means been vilified’
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 every 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 try to choose a meal that has a least a serving of some kind of protein in it,” Hutkowski stated.
This 12 months, 28.4% of U.S. restaurant menus name out “protein,” up from 5.9% a decade in the past, based on Datassential. And the development seems prefer it has endurance. Datassential predicts that by 2029, greater than 40% of eateries will spotlight protein on their menus.
“Protein is a kind of issues that is by no means been vilified, as a result of nobody’s ever stated that consuming an excessive amount of protein may be dangerous for you,” Mintel’s Mills stated.
Within the quick time period, consuming extra protein than your physique wants probably will not trigger well being points, however in the long run, it may trigger kidney issues, based on Diane Han, a registered dietitian based mostly in San Francisco and the founding father of Woking Stability Wellness.
The really useful each day quantity of protein consumption varies by physique weight however is roughly 46 grams for girls and 56 grams for males, based on 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 12 months, Dine Manufacturers’ IHOP, for instance, launched pancakes with 18 grams of protein per flapjack.
Quick-casual eateries are the restaurant section most probably to name out protein on their menus, due to the widespread observe of asking clients to select their protein or providing to double their portion, based on 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. shoppers’ need for comfort. Accessibility could also be why Datassential discovered that buyers are inclined 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 aimed toward shoppers who take GLP-1 medication for weight reduction or diabetes. The fast weight reduction that may happen from the drugs may cause muscle mass to drop, so medical doctors usually advise sufferers to extend their protein consumption to take care of their muscle.
“It is a handy, on-the-go option to get in your protein that you just’re in search of in your food plan,” stated Lori Primavera, Smoothie King’s vp of analysis and growth and product advertising and marketing.
Taking part in up protein
An worker prepares a burrito bowl at a Chipotle Mexican Grill Inc. restaurant in Louisville, Kentucky.
Luke Sharrett | Bloomberg | Getty Photos
Many eating places are additionally selecting to focus on present protein-packed choices, relatively than including new menu objects that may decelerate kitchens or add to a lot complexity to their operations.
For instance, Panda Specific launched its personal protein plates earlier this 12 months. The road, created in partnership with a registered dietitian, consists of pre-existing menu objects 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 completely different dietary objectives, just like the paleo food 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 includes a grilled rooster breast, cheese and lettuce in a tortilla.
However for the eateries that wish to add new menu objects, nachos with a alternative of protein, restaurant-made protein bars and egg dishes that spotlight excessive protein content material are all more and more standard choices, based on Datassential trendologist Claire Conaghan.
Eggs are one motive why breakfast, brunch and lunch eatery First Watch has at all times been “protein ahead,” CEO Chris Tomasso informed CNBC. The chain hasn’t adjusted its menu particularly to deal with shoppers’ demand for extra protein, however TikTok influencers have highlighted how you 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 golf green on that,” Tomasso stated.
After all, protein is not the one option to win over health-conscious shoppers. Hutkowski stated his main subject 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 stated.
