Portion Power: Restaurant Guests Want Customizable Options

It’s a win-win-win situation: consumers want customizable portions, and restaurant operators who make this change can both make money and reduce food waste. According to research from ReFED and Datassential, this has the potential to reduce 2.35 million tons of food waste annually, while saving the foodservice sector $547 million.

Nearly 60 percent of Americans say they're more likely to visit restaurants offering flexible, customizable, or innovative portion size options, and that number jumps to 75 percent for GLP-1 users.

“When one in eight Americans currently use a GLP-1, I believe it makes the push for portion customization more important than ever,” Sara Burnett, Executive Director, ReFED, told Modern Restaurant Management (MRM) magazine. “In addition, our research found that Gen-Z is the most portion conscious generation, and their influence over what we eat is only growing.” 

GLP-1 users and Gen-Z stand out as the market segments that want portion customization the most as they are eating out more frequently, and the restaurant operators that cater to their desires will win business, said Burnett, adding that 50-60 percent of GLP-1 users and 45-47 percent of Gen-Z choose to share or skip ordering items to avoid too much food, which of course translates to a smaller check, creating an even greater incentive to offer portion customization. 

“It’s important to emphasize the broader opportunity since 60 percent of the general population also would prioritize restaurants that offer portion customization. I think the most surprising thing is how prominently GLP-1 users and Gen-Z stood out as being the most portion conscious, and why that’s so important in today’s world. With so much recent attention on dietary guidelines and what we eat, equally important is how much. And these market segments—with growing influence over our economy—want a say in how much they’re being served.”

To better execute portion customizations, Burnett suggested:

• Dig into front-of-house waste: Look at what is being wasted most often by customers, and use it to inform recipe creation. For example, if you’re finding a tablespoon of rice left on every plate, consider reducing the portion size. 

• Identify the menu items that are typically shared or taken home: Identify items that customers usually split or take home some of. These may be great opportunities to offer a regular and large version of—one that is shareable and one that is perfect for one meal. 

• Embrace build-your-own: Allow guests to choose their sides or leave off items they won’t consume. The customer will find value in creating a meal made just for them, while you reduce the cost of ingredients that typically end up in the trash.

While larger portions have long been tied to perceived value, today’s consumers are also highly motivated to reduce waste and eat in line with their appetite, Burnett said.The report finds that portion perceptions are shaped not just by economics, but by a growing desire for customization, control, and intentionality. 

“Three in four say smaller portions must come with lower prices, but nearly half are willing to pay a little more for the right-sized meal that better suits their needs. GLP-1 users are even more likely to feel this way: they’re 13 percent more likely than non-users to pay more for a rightsized portion and more likely to say they value a lower bill over maximizing food.”

The majority of restaurant food waste—about 70 percent—comes from what consumers leave behind on their plates. The research found that 25 percent of consumers say they leave food behind always or most of the time, while four in ten choose not to take home leftovers and that makes them feel guilty.

“Sixty-one percent of consumers and 75 percent of GLP-1 users feel guilty about leaving food uneaten,” said Burnett. “So by empowering consumers with a say in how much they get, we anticipate that there will be much less food left over after the meal. When food waste accounts for about 3.5 percent of U.S. greenhouse gas emissions and consumes about 16 percent of our water and cropland, reducing the amount of food we waste has real impacts on our environment and the economy.”

ReFED is hosting "More (or Less) for Your Money? The Case for Customizable Portions at Restaurants," a webinar unpacking this research on. Wednesday, Feb. 11, at 1 p.m.ET/10 a.m. PT, featuring presenters from ReFED, Datassential, Menus of Change University Research Collaborative, the Portion Balance Coalition, and researchers from Georgetown University.