The GLP-1 Effect – Navigating appetite shifts in foodservice
May 2025
The GLP-1 Effect: How Appetite Shifts Are Reshaping the Future of Foodservice
The food industry is shifting in a lot of ways—and the growing use of GLP-1 drugs is one change operators may not be thinking about.
The statistics are impressive: 11% of consumers report having used GLP-1 drugs. These medications, like Ozempic and Wegovy, suppress appetite, reduce cravings and lower caloric intake. People who take them report managing their weight more successfully as a result of being more careful and selective about what they eat, when and where. Specifically, those who take GLP-1 drugs report choosing “higher-quality, smaller portions” when dining out.
Challenges for Foodservice Operators
For foodservice operators, there is a challenge in the rising popularity of appetite-suppressing medications. Whether fast casual or fine dining, many restaurants have built their menus around rich, indulgent favorites like fried foods and desserts.
Research shows that GLP-1 users are cutting back on some of the most common, profitable menu items or avoiding them altogether. What are these items? Desserts are suffering the most, with French fries, fried foods, grain salads and breads all declining in popularity.
It’s not that people on these medications are shunning restaurants altogether; it’s just that they’re consciously seeking out lighter, leaner meals. They are less likely to order dessert or snacks, which, of course, affects a food business’s profitability.
Tips for Foodservice Operators
Foodservice operators can stay ahead of the curve by adapting their menus to be desirable and inclusive for GLP-1 users. Prioritizing lean proteins like turkey is ideal since this ingredient appeals to people who want filling, high-protein meals without excessive fat or calories.
- Embrace Healthier Mains
Asian-style turkey bowls, a turkey mango salad, or a turkey twist on the beloved Caesar salad are just some of the options for savvy foodservice operators willing to embrace the shift toward healthier menu items.
- Rethink Sides and Build Flexibility
Replace or complement fries and fried sides with roasted veggies, fruit, or fiber-rich salads and protein-forward snack items like a tangy Asian-style BBQ wrap or a Mediterranean turkey BLT wrap.
- Offer Smaller Portions or Modular Meals
The future of restaurant meals is customizable options and multiple portion sizes. You can get creative with “mini meals,” bento-style boxes or light entrée formats.
- Revamp Menu Language
Today’s menus should speak to customers’ preferences for healthier ingredients and the benefits of specific foods. For example, a menu item description can include key phrases like “high in protein” or “light but satisfying.”
It’s also important to keep the menu language consistent. A menu that focuses on prioritizing healthier choices should avoid emphasizing indulgence, oversized portions (e.g., “giant” or “monster-sized” anything) or impulsive food choices.
A Health-Forward Future for Foodservice
GLP-1 medications are reshaping not just how people eat but how foodservice operators must respond to these changes. The shift toward smaller portions, health benefits and lean proteins presents a clear challenge for traditional menus. However, operators can see this shift as an opportunity to make menus healthier and more appealing to people who are conscious about their health. How is your operation adapting to these shifts? Join the conversation on our Facebook or LinkedIn pages.
Sources:
Technomic, December 2024 GLP-1 Consumer Survey https://www.technomic.com/consumer-trend-reports/
https://peakbridge.vc/from-medicine-to-revolution-how-glp-1-is-transforming-food-amp-consumption/
https://biospringer.com/en/how-the-rise-of-glp-1-medications-is-reshaping-the-food-industry/
https://www.foodbusinessnews.net/articles/27466-boom-in-glp-1-drugs-augurs-food-industry-disruption
