Restaurants are slimming down for the GLP-1 era

Long gone are the days when restaurants tried to convince Americans to “supersize” everything. Now, the trend may be swinging the other way: tiny plates for everyone.

The rise of GLP-1 weight-loss drugs like Ozempic, Wegovy, and Zepbound is starting to reshape how Americans eat, drink, and dine out.

In turn, restaurants across the industry are racing to adjust as more customers start splitting entrées and skipping dessert.

How we got here: The popularity of GLP-1 drugs has exploded over the past two years.

• More than 12% of Americans reported taking GLP-1 drugs for weight loss last fall, up from 6% in early 2024, according to Gallup.
• Women and adults aged 50 to 64 reported the highest usage rates.

While waist sizes are shrinking…available tables are growing across the restaurant industry, as GLP-1 appetite suppressants cause a growing number of Americans to eat less frequently, order smaller portions, and cut back on alcohol.

Families with at least one GLP-1 user reduced spending at fast-food chains, coffee shops, and quick-service restaurants by 8% within six months of starting the drugs, per recent Cornell study of ~150,000 households.

From supersize to minimize: Major restaurant chains have responded by pushing high-protein menu items and smaller portion sizes to better align with changing eating habits (think: a “half sandwich” option or expanded salad menu).

• Thus far, data shows fast-casual brands have gained customers from the recent trend of Americans consuming fewer calories overall.
• On the flip side, traditional fast-food chains that are heavy on fried foods appear to be losing some ground.

Looking ahead: Pill versions of GLP-1s, which were first approved by the FDA for weight loss ~6 months ago, are expected to dramatically expand access as they continue to spread. Analysts estimate 30+ million Americans could be taking GLP-1s by 2030, up from ~10 million this year.