From Starbucks to Smoothie King, restaurants seek to cash in on consumers’ protein frenzy

Restaurant chains are joining in on the protein frenzy, hoping to encourage diners to pay more for extra macronutrients during a time when many consumers aren’t spending as much.

From “gym bros” to users of GLP-1 drugs like Ozempic, many Americans are trying to add more protein to their diets, with the goal of building or maintaining their muscle mass and feeling more satiated after meals. Moreover, diet trends that don’t emphasize protein intake, such as the ketogenic diet, have fallen out of favor.

“A lot of younger consumers are more proactive about their health habits, so they’re looking for ways to support health now but also to support their health in the future,” said Julia Mills, a food and drink analyst for market research firm Mintel. “Generation Alpha, Gen Z, millennials — these consumers are very active on social media, so they’re constantly being fed this message that you need more protein, and protein helps you gain muscle and makes you stronger.”

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

The trend has fueled a protein takeover in grocery store aisles, from protein-packed Eggo waffles to Khloe Kardashian’s Khloud protein popcorn.

But it’s also hitting the menus of restaurants that are seeking ways to encourage diners to pay for premium food and drinks.

Take Starbucks, for example. The coffee giant said in late July that it will roll out a cold foam packed with 15 grams of protein later this year; the regular cold foam add-on typically costs customers an extra $1.25 per drink. The new foam comes as the chain’s U.S. sales have been shrinking for the past year as coffee drinkers brew their java at home or seek out trendier options.

Rival Dutch Bros launched a protein coffee in early 2024 and charges customers an extra $1 for the customization. The menu addition fueled strong same-store sales growth and profits for the upstart chain.

Eateries are seeking to attract diners like Jared Hutkowski, a 42-year-old director of brokerage in Harrisburg, Pennsylvania. He works out six days a week and tries to hit his daily protein goal to improve his physique and overall health. When he dines out, he tries to maximize his protein, although he sometimes goes for pizza anyway.

“The biggest factor is what I am in the mood for that day, and then I normally try and select a meal that has a least a serving of some type of protein in it,” Hutkowski said.

This year, 28.4% of U.S. restaurant menus call out “protein,” up from 5.9% a decade ago, according to Datassential. And the trend looks like it has staying power. Datassential predicts that by 2029, more than 40% of eateries will highlight protein on their menus.

“Protein is one of those things that’s never been vilified, because no one’s ever said that eating too much protein can be bad for you,” Mintel’s Mills said.

In the short term, consuming more protein than your body needs likely won’t cause health issues, but in the long term, it could cause kidney problems, according to Diane Han, a registered dietitian based in San Francisco and the founder of Woking Balance Wellness.

The recommended daily amount of protein intake varies by body weight but is roughly 46 grams for women and 56 grams for men, according to the Centers for Disease Control and Prevention.

For restaurants, protein’s step change happened several years ago. In 2021, protein only had a menu penetration of 11.5%; by 2022, more than a quarter of restaurant menus used the term, based on Datassential data. That year, Dine Brands’ IHOP, for example, introduced pancakes with 18 grams of protein per flapjack.

Fast-casual eateries are the restaurant segment most likely to call out protein on their menus, thanks to the common practice of asking customers to pick their protein or offering to double their portion, according to Datassential.

Fast-casual salad chain Sweetgreen introduced a line of “protein plates” in late 2023 as part of an effort to introduce more hearty options for dinner customers. The menu addition has helped the company grow its dinner business from 35% of sales to about 40%, executives said in March.

Many restaurants are also leaning into U.S. consumers’ desire for convenience. Accessibility may be why Datassential found that consumers tend to prefer protein-packed beverages.

For Smoothie King, protein has been a menu staple since its founding more than 50 years ago. But in October, the chain took one step further, launching a menu aimed at consumers who take GLP-1 drugs for weight loss or diabetes. The rapid weight loss that can occur from the medications can cause muscle mass to drop, so doctors often advise patients to increase their protein intake to maintain their muscle.

“It’s a convenient, on-the-go way to get in your protein that you’re looking for in your diet,” said Lori Primavera, Smoothie King’s vice president of research and development and product marketing.

Many restaurants are also choosing to highlight existing protein-packed options, rather than adding new menu items that would slow down kitchens or add to much complexity to their operations.

For example, Panda Express introduced its own protein plates earlier this year. The line, created in partnership with a registered dietitian, includes pre-existing menu items but packages them as a balanced meal, highlighting protein and fiber content.

Chipotle Mexican Grill employed a similar strategy back in 2019 when it introduced “lifestyle bowls,” marketed to fit different dietary goals, like the paleo diet or offering double protein.

Likewise, in July, Chick-fil-A put the spotlight on its own high-protein options in a company blog, highlighting its grilled nuggets and the Cool Wrap, which features a grilled chicken breast, cheese and lettuce in a tortilla.

But for the eateries that want to add new menu items, nachos with a choice of protein, restaurant-made protein bars and egg dishes that highlight high protein content are all increasingly popular options, according to Datassential trendologist Claire Conaghan.

Eggs are one reason why breakfast, brunch and lunch eatery First Watch has always been “protein forward,” CEO Chris Tomasso told CNBC. The chain hasn’t adjusted its menu specifically to address consumers’ demand for more protein, but TikTok influencers have highlighted how to order a high-protein meal when visiting its restaurants.

“We hope that continues to be a trend because we’re right down the middle of the fairway on that,” Tomasso said.

Of course, protein isn’t the only way to win over health-conscious consumers. Hutkowski said his primary issue with eating at restaurants is that most of the food is cooked in oils, butter and heavy greases that rapidly add to his intake of fats for the day.

“A restaurant finding cleaner ways to cook would be much more attractive to me than overly loaded protein dishes,” he said.