Will GLP-1’s change the public’s appetite for large restaurant portions?

Is There Anything to Gain by Offering a Weight Loss Menu?

By Jennifer Hill Booker for Restaurant Informer

photo by S'Well

Diet trends have a long history of influencing trends in the hospitality industry. Whether based on improving health or promoting weight loss, consumer habits in eating have caused restaurateurs to change or expand what’s on the menu.

Vegetarian and vegan diets pushed restaurants into expanding their vegetable and non-animal protein offerings. The demand for gluten-free pasta, bread and desserts has made them a normal addition to many restaurant menus. Then there is the popular Keto diet trend that encouraged diners to eat a diet based on low-carbs and high fat to lose weight.

Although these diet trends may have changed what was on the menu, they didn’t really alter the portion size. That’s what makes the current shift in restaurant menus based on today’s diet trend so unique.

The rise of GLP-1 Type 2 diabetes drugs being used for weight loss has driven a trend in smaller restaurant portion sizes. Because of a side effect that significantly reduces the appetite, which can lead to weight loss, patients on the drug feel full quickly. Patients are also advised to eat smaller meals to avoid the side effect of nausea, making portion size a key factor.

The popularity of using GLP-1 drugs like Ozempic and Wegovy has skyrocketed to the point that, according to a report released by FAIR Health in May, about 2 percent of American adults now take a GLP-1 drug to treat obesity instead of Type 2 diabetes. That amount equates to over five million people who are potential diners and still want the experience of dining out and enjoying great food.

Re-Defining Value

For decades, we’ve equated value with getting more food for less money, and supersized portions have become the expectation of most guests. Many restaurants fulfull this expectation in fear of losing business.

With the current shift to millions of guests happily eating less, is it time to ditch the supersize dining culture? Could chefs focus on nutritional considerations for smaller portion sizes, or better yet quality over quantity?

There is a possibility that restaurants promoting smaller portion sizes could benefit a wider group than just weight loss drug users. By introducing smaller-plate versions of some of the most popular dishes on their menus, chefs can let diners enjoy the full flavor and experience without the commitment to a larger plate.

To capture this growing population, some restaurants are now offering Ozempic-friendly menus so that individuals using the weight loss drug are able to continue enjoying the experience of dining out.

One such restaurant, Cuba Libre, a Cuban restaurant with locations in Orlando, Philadelphia, Atlantic City and Washington, D.C., has cleverly created what they’re promoting as a “GLP-Wonderful Menu” to diners who request it. It consists of five different main courses that are smaller, less expensive than a full portion, low in carbohydrates, high in fiber and protein heavy—all aimed to fit into Ozempic users’ shrinking appetites and smaller stomachs. What’s more, they list the full menu’s nutritional information right below each menu item.

What is the Upside and Downside for Restaurants?

One potential benefit for restaurant operators is cutting down on food waste, which is a huge consideration, since experts estimate that up to 40 percent of food served in restaurants is never eaten. It’s either thrown away in the restaurant or by the guests once they take their doggie bags home.

Alcohol consumption has also been affected by GLP-1 use, resulting in the explosion of non-alcoholic wine and beer purchases among those using the drugs. According to the consumer research firm NIQ, those categories have grown by 1,158 and 935 percent, respectively. High-protein drinks and probiotic soda brands that promote gut health, which have also become popular among non-GLP-1 users, are also seeing significant growth.

So, what are the potential drawbacks? According to a new report by Big Chalk Analytics, GLP-1 users have cut $6.5 billion from annual U.S. grocery spending. Additional grocery data indicates that consumers taking GLP-1s are spending more time cooking at home instead of dining out. In the six months after starting the medications, users reduced their spending on dining out by 8.6 percent, according to Numerator and Cornell University.

GLP-1 drug use is also having a negative impact on spirit sales. Studies show that the drugs can suppress alcohol cravings among heavy drinkers. Users spent 14.5 percent less in that category after starting the treatment.

Are Smaller Portions Here to Stay?

Where does this newest diet trend leave the hospitality industry? There is no easy answer. For those pursuing intentional weight loss, restaurants offering menus that cater to their diet will have appeal. However, some chefs believe that it isn’t a fad, but rather part of a permanent shift in how people think about portion size, health and enjoying a night out without overindulging.

The drawback for restaurants that downsize their menus only to target people on weight-loss drugs is that they run the risk of reinforcing the idea that smaller portions are only for those using that medication. They may risk alienating many other people who just want to go out and enjoy a smaller meal without being shamed into ordering a full-sized entrée and a cocktail.

Each restaurant will have to decide first if they believe in the predicted shift to smaller plates, and, if so, whether they want to embrace it or continue serving the portion sizes their other guests know and love.  Of course, there is the option of keeping some old menu items while adopting the new, betting on the belief that by serving large and small portions, both alcoholic and non-alcoholic drinks, they’ll profit from both markets.