As health trends come and go, and consumer dining preferences evolve, restaurateurs need to create menus that consider the shifting diner demand. One of today’s most prevalent health trends is the use of GLP-1 medication as a treatment for obesity, along with diabetes and other chronic conditions like cardiovascular and kidney disease. Research from Dalhousie University shows that about two million Canadians now use GLP-1 medications, and that could have a notable impact on restaurant traffic and dining habits.
The report also shows that among GLP-1 drug users, 45.5 per cent reported eating less since starting to use the drug, and 21.6 per cent visit restaurants less often. In addition, users are eating healthier, reportedly eating less sweet bakery goods (30.6 per cent), consuming fewer sweet treats and snacks like candy (30.4 per cent), chocolate (36.5 per cent) and chips (25.3 per cent), drinking fewer carbonated soft drinks (28.8 per cent), and consuming less alcohol (19.2 per cent).
Many operators are taking a closer look at menu items, portion control, and healthy trends to stay relevant and continue to attract diners who may be taking GLP-1 medication. Operators are looking for ways to maximize margins while not missing the mark with healthier guests. Many QSRs, like Starbucks, Freshii, Subway, and more, have added extra protein to their dishes, but others, like Shake Shack and Chipotle, have adjusted their offerings to also include fewer carbs and smaller portions.
According to recent research from Circana, GLP-1 users are still visiting restaurants, but their dining habits are changing.
Circana’s research found that GLP-1 users decrease the average number of items ordered per trip by one per cent, aligning with the broader health trend of 35 per cent of diners ordering smaller portion sizes from restaurants. In addition, GLP-1 users tend to order more main dishes and fewer sides, snacks, and breads, with 63 per cent looking for more vegetables and 55 per cent seeking more fruit.
Restaurants looking to capitalize on this healthier movement should focus on nutrient-dense dishes, like smoothies, which are a growing category. In addition, labelling dishes that are healthier or high in protein to help diners find them can help raise revenue and generate attention for your menu. GlP-1 medication looks like it may be around long-term, so operators need to adjust their menus to attract these customers and keep them coming back.
