Restaurants like Starbucks, Smoothie King seek to join the direction of protein

Restaurant chains join to Protein madnessThe hope of encouraging Deners to push more against large nutrients during the time when many consumers are not spent.

From “Gymnastics Hall” to users GLP-1 drugs Like OzemPIC, many Americans try to add more protein to their diet, in order to build or maintain muscle mass and feel more intelligence after meals. Moreover, diet trends that do not emphasize protein, such as ketone diet, have been out of preference.

“Many younger consumers are more active in their healthy habits, so they are looking for ways to support health now but also to support their health in the future,” said Julia Mills, food and drink analyst at MINTEL Market Research Company. “Alpha, Gen Z and Millennials – these consumers are very active on social media, so this message is constantly fed that you need more protein, and protein helps you to acquire muscles and makes you stronger.”

Nearly a third of consumers said that they loved the high protein in the second quarter of 2025, up from 24 % three years ago, according to Datassential, which tracks restaurant lists and consumer preferences.

This trend has fueled the acquisition of protein in the grocery store corridors, starting from protein -filled pancakes to hiccups in the Khwood protein in Chloe Kardashian.

But it also strikes the lists of restaurants looking for ways to encourage dinner to pay the price of distinguished food and drinks.

Take StarbucksFor example. The coffee giant said in late July that it would put a cold foam filled with 15 grams of protein later this year; The additional job is usually the regular cold foam for customers an additional $ 1.25 per drink. The new foam comes as US series sales It has shrunk over the past year as they drank the coffee with a Java ferment at home or search for more dangerous options.

competition Bruce Dutch Protein coffee was launched in early 2024 and customers are imposed on an additional dollar for customization. Add the list of strong sales growth in the same store and profits for the work series.

For restaurants, the protein step change has occurred several years ago. In 2021, the protein had a list of a list only 11.5 %; By 2022, he used more than a quarter of the term restaurant lists, based on data data. That year, Brands eating food IHOP, for example, serve pancakes with 18 grams of protein for each Flapjack.

Fast fast restaurants are the restaurant sector most likely to call the protein on their lists, thanks to the common practice of customer demanding to choose their protein or display them to double their part, according to Datassential.

Fast power chain Sweetgreen He presented a line of “protein boards” in late 2023 as part of an attempt to enter more hearty options for dinner customers. Executive officials said that adding the list helped the company to develop dinner business from 35 % of sales to about 40 %.

Many restaurants also tend to consume consumers to rest. Accessibility may be the reason that Datass Proded is that consumers tend to prefer protein -full drinks.

For Smoothie King, protein has been an essential element since its foundation more than 50 years ago. But in October, the series took one step forward, as it launched a list aimed at consumers taking GLP-1 weight loss or diabetes. Rapid weight loss that can happen from medications can lead to a decrease in muscle mass, so doctors often advise patients to increase protein intake to maintain their muscles.

“It is a comfortable way while moving to reach the protein you are looking for in your diet,” said Laurie Primavira, Vice President of Smoothie King for Research, Development and Product Marketing.

Mexican Chipotle grill A similar strategy was used again in 2019 when it presented “lifestyle vessels”, which were marketed to suit different nutritional goals, such as a Paleo diet or a double protein.

Likewise, in July, Chick-Fil-A set its high-protein options in A. Company BlogWith highlighting its grilled nuggets and wonderful wrap, which features a grilled chicken chest, cheese and lettuce in the tortilla.

But for restaurants that want to add new menu elements, Nachos with the choice of protein, protein bars made of restaurants and egg dishes that highlight the high protein content are all increasingly common, according to the directional world, Claire Konagan.

Eggs are one of the reasons why breakfast, lunch and lunch are a restaurant The first hour Chris Thomaso was the CEO of “Protein forward”. The series did not change its list specifically to address consumers’ demand for more protein, however Tiktok influencers She highlighted how to order a high protein meal when visiting its restaurants.

“We hope that there is still a direction because we are right in the middle of the corridor in it,” said Thomaso.

Of course, protein is not the only way to win health consumers. Hawkovsky said that his main eating problem in restaurants is that most food is cooked with oils, butter and heavy hospital, which quickly adds to the fat of fat for this day.

“A restaurant finds clean cooking ways that will be more attractive to me than excessively protein dishes,” he said.