Starbucks Protein Drink
Courtesy: Starbucks
Restaurant chain is joining Protein Crazyhope to encourage diners to pay more for the extra large amount of nutrients when many consumers spend too much.
From “gym” to users GLP-1 drugs Like Ozempic, many Americans try to add more protein to their diet, with the goal of building or maintaining muscle mass and feeling more satisfied after a meal. Furthermore, dietary trends that do not emphasize protein intake (such as ketogenic diets) have lost.
“Many young consumers are more proactive about their health habits, so they are looking for ways to support health right now, but also hope to support their health in the future,” said Julia Mills, a food and beverage analyst at market research firm Mintel. “Alpha Generation, Gen Z, Millennials – These consumers are very active on social media, so they keep feeding this information, you need more protein, which can help you get muscle and make you stronger.”
According to Datasential, about one-third of consumers say they like high protein in the second quarter of 2025, which is 24% three years ago, which is data from Datasential, which tracks restaurant menus and consumer preferences.
From protein-packed egg waffles to Khloe Kardashian’s khloud protein popcorn, this trend has driven protein acquisitions in grocery store aisles.
But it is also hitting the menu of restaurants that are seeking ways to encourage diners to pay for quality food and beverages.
take StarbucksFor example. The coffee giant said in late July that it will launch a cold foam rich in 15 grams of protein later this year. Regular cold foam add-ons usually give customers an extra extra $1.25 per drink. A new bubble is coming American sales of chain stores People have been shrinking over the past year as coffee drinkers brew Java at home or searching for stylish options.
Competitors Dutch brothers Protein coffee was launched in early 2024 and customers were charged an additional customization of $1. Menu additions promote strong same-store sales growth and upstart chain profits.
“Never been insulted”
Restaurants are seeking to attract diners like Jared Hutkowski, a 42-year-old broker in Harrisburg, Pennsylvania. He exercises six days a week and tries to achieve his daily protein goals to improve his physique and overall health. When he eats, he tries to maximize his protein, although he goes to pizza sometimes.
“The biggest factor is my mood that day, and then I usually try to choose a meal that has at least some kind of protein,” Hutkowski said.
According to Dataassential, 28.4% of the menus in the U.S. restaurant menus are called “protein”, which is 5.9% of the year ago. And the trend looks like it has endurance. Dataassential predicts that by 2029, more than 40% of restaurants will highlight the protein on their menus.
“Protein is one of the things that has never been insulted, because no one says eating too much protein can be harmful to you,” Mintel’s Mills said.
In the short term, consuming more protein over the long term may not cause health problems, but in the long term, it may cause kidney problems.
According to the Centers for Disease Control and Prevention, the recommended daily protein intake varies by weight, but it is about 46 grams for men and 56 grams for men.
For restaurants, the step changes in protein occurred years ago. In 2021, the menu penetration rate of protein is only 11.5%. By 2022, more than a quarter of restaurant menus use the term based on data analysis data. That year, Dining brand For example, IHOP introduced pancakes, each flapjack contains 18 grams of protein.
According to Dataassential, fast-casual restaurants are the restaurant sections that are most likely to shout out protein on their menus, thanks to the common practice of customers picking up protein or offering double the portion.
Quick casual salad ties Sweet green A series of “protein plates” were introduced at the end of 2023 as part of providing more hearty options for dinner customers. The additions to the menu helped the company grow its dinner business from 35% sales to about 40%, executives said in March.
Many restaurants also tend to the desires of American consumers. Accessibility may be why DataSserential found that consumers tend to prefer protein-packaged beverages.
For Smoothie King, protein has been a staple of the menu since its inception over 50 years ago. But in October, the chain took a step further, launching a menu designed to take GLP-1 medication to lose weight or diabetes consumers. Rapid weight loss that medications can lead to decreased muscle mass, so doctors often recommend that patients increase their protein intake to maintain muscle.
“It’s a convenient, instant way to do protein,” said Lori Primavera, vice president of research, development and product marketing at Smoothie King.
Play with protein
An employee prepares a burrito bowl at Chipotle Mexican Grill Inc. restaurant in Louisville, Kentucky.
Luke Sharrett | Bloomberg | Getty Images
Many restaurants also choose to highlight existing protein packaging options instead of adding new menu items that can slow down the kitchen or add their operations.
Panda Express, for example, launched its own protein plate earlier this year. The production line created in collaboration with registered dietitians includes existing menu items, but packages them into balanced meals that highlight protein and fiber content.
Chipotle Mexican Grill A similar strategy was adopted when introducing the Lifestyle Bowl in 2019 to suit different dietary goals, such as paleo diets or providing double protein.
Similarly, in July, Chick-fil-A focused on its own high protein selection Company Bloghighlighting its grilled nuggets and cool wraps with grilled chicken breast, cheese and lettuce.
But for restaurants that want to add new menu items, according to DataSsernity trend scientist Claire Conaghan, a trendsetter who contains protein, restaurant-made protein bars and nachos for egg dishes are becoming increasingly popular.
Eggs are one of the reasons why breakfast, brunch and lunch restaurants The first watch CEO Chris Tomasso told CNBC that it has been the way for proteins to move forward. The chain has not specifically adjusted its menu to address consumer demand for more protein, but Tiktok Influencer Emphasizes how to order high-protein meals when visiting a restaurant.
“We hope this is still a trend because we are in the middle of the fairway,” Tomaso said.
Of course, protein is not the only way to win health-conscious consumers. Hutkowski said the main problem with his meals at restaurants is that most foods are cooked in oil, butter and heavy oil, which quickly add to his fat for the day.
“A restaurant looking for a cleaner way to cook is more attractive to me than overfilled protein dishes,” he said.
