The GLP-1 Economy: How Smaller Appetites Are Changing Restaurant Strategy

GLP-1 users cut restaurant and bar spend by 31 percent and fast food and snack purchases by 42 percent, according to a Sunlight survey, providing an opportunity for restaurant operators to innovate, adapt, and embrace evolving preferences for health-conscious dining and reduced portions.

Approximately 1,200 GLP-1 user respondents reported trimming grocery bills from $351 to $282, reducing spending on restaurants and bars from $183 to $127, and cutting fast food and snack purchases from $183 to $106. Overall, users reported spending  $218 less  per month on food and diet, which represents a 30 percent reduction.

“There shouldn't be an unnecessary concern in the drop in dining out figures because GLP1 users may be making a shift in their food choices,” Dr. Angela Tran, who is Double-Board-Certified in Obesity Medicine and Internal Medicine, told Modern Restaurant Management (MRM) magazine. “Successful restaurants will continue to rely on the foundational principles of marketing, providing quality food, and taking great care of their customers regardless of what their customers' health journey looks like.”

Tran said more medication options are expected to hit the market designed to help individuals with a variety of metabolic conditions, not just weight loss.

“I see it as an opportunity to continue to change the country's relationship around food, recognizing that people are shifting to making healthier choices, smaller portions, but are still looking for good quality food and don't feel like they have to make a compromise just because they are on GLP-1s. While it can certainly feel like another obstacle from a restaurant operators' perspective, we just recognize that GLP1 users are more than likely going to eat smaller portions, but there are some strategies for both parties to make it a win-win situation – make it appealing to GLP1 users while maintaining a healthy profit for restaurant owners."

Restaurants don’t need to make drastic changes to menu such as eliminating indulgent offerings, but rather focus on providing high-quality food with flexible options for all customers, Tran suggested. She recommends:

• Offer Variety in Portions: Provide various plate sizes, encourage meal sharing (similar to a tapas concept), and consider offering half-portion plates. This caters to those seeking smaller meals without compromising choice.

• Elevate Protein-Forward Dishes: GLP-1 users often prioritize protein. Enhance protein-rich dishes with appealing vegetable accompaniments.

• Emphasize Flexibility: Highlight options for customization, sharing, and varied portion sizes in  marketing.

• Focus on Quality Over Quantity: The GLP-1 trend highlights a broader shift toward health-conscious choices and a desire for quality food. Market your restaurant as a place that provides satisfying meals for everyone, regardless of their dietary journey.

• Embrace Forward Thinking: See this as an opportunity to continually improve food quality and customer experience.

“And rather than ‘adjusting’ marketing to speak to the GLP-1 audience, one of the biggest positive shifts because of GLP-1 is the mindset change in a greater awareness of making healthier choices and looking for more quality food,” Tran said. “Restaurants that stay in the forefront of the shift in how we look at food will be the successful ones that can provide the best quality meals for all customers.”

Restaurants should ensure staff are highly trained on the menu, educated on GLP-1s, and equipped with the empathy to guide customers without making them feel isolated, Tran said, adding that operators can invite GLP-1 user influencers to provide feedback, and share their perspectives of the experience on social media. 

“There shouldn't be a high concern that there is a increased population of customers that use GLP-1s; it just provides opportunity that the food industry is changing, and restaurants can up level their game when it comes to quality while providing both healthy options but also just really good food that keeps customers coming back based on their entire experience, not just the menu itself.”

Heading into the holiday season, Tran suggests operators get creative by offering multiple small desserts on one plate, embracing a shared dessert concept with options like dessert "flights" or small bites. There are also opportunities to incorporate protein into desserts or offer elevated fruit presentations to satisfy cravings for smaller portions.