Restaurant Operators Need to Prepare for the Next Wave of GLP-1 Users

As less expensive GLP-1 options become available, QSRs and family-style restaurants may see a greater impact, according to research by The Food Away from Home Association (IFMA.) 

“The restaurant industry is too large and too diverse for GLP-1s to have a dramatic impact on traffic, said Charlie McConnell, VP Industry Insights, Education & Research at  IFMA, The Food Away from Home Association. “Instead, we expect the way people eat at restaurants to change slightly.”

Currently, 59 percent of GLP-1 users are Gen Z or Millennials, and 44 percent have a household income over $100,000, according to IFMA. The research notes that 11 percent of consumers have tried GLP-1s, with another 22 percent interested in trying or knowing more, indicating a growing consumer base.

A significant shift is anticipated as lower-cost, pill-form versions become available. Because this increases accessibility for middle-income households, who tend to be above-average users of QSR and family-style restaurants, the overall impact could evolve and  broaden into segments  that are currently experiencing minimal effects, McConnell explained.

Fast Casual is most at risk, at the moment, as that segment relies heavily on convenient lunch occasions from a higher-income demographic, while fine dining traffic should see minimal impact, since even those on a GLP-1s will still seek out experiences they cannot get elsewhere, said  McConnell. 

To appeal to GLP-1 users, the IFMA advises operators to  incorporate smaller-portioned, protein-rich, and nutrient-dense dishes, such as small plates and grilled items, rather than completely overhauling their menus. 

“Operators should not completely reposition their menus to meet the evolving demands of just 11 percent of the population,” said McConnell.”GLP-1 users will gravitate toward smaller, lighter portions of protein-rich and nutrient-dense foods when dining out. Small plates and tapas-style dishes align well with their needs. Grilled chicken, seafood, and steak in smaller portions will appeal to this demographic, along with non-fried vegetables such as zucchini, squash, leafy greens, and broccoli.”

Marketing should emphasize nutritional transparency and appeal to a wellness lifestyle, said McConnell, who suggested operators:

• Make nutritional information easily accessible so patrons can make informed dining decisions.

• Dedicate a section of the menu to lighter options designed for patrons looking to use food as medicine.

• Emphasize how your menu fits into a wellness lifestyle in your messaging and branding.