The Growing Opportunity in Shrinking Appetites

Inspired by two guests' suggestions on the same evening, Barry Gutin, Principal and Co-Founder of GuestCounts Hospitality, decided to create a special GLP-1 menu at all four of the group’s Cuba Libre Restaurant & Rum Bar locations. 

“I learned from one guest that he’s taking one of those drugs, and he explained that he had to make sure to eat small meals that are high in protein and fiber. At another table, a customer who was also on a GLP-1 asked for a steak to be cubed up and put into his soup.” 

The increased use of glucagon-like peptide-1 (GLP-1) medications such as Ozempic and Wegovy is providing profit opportunities for restaurants and other industries, according to Circana's The Ripple Effect of GLP-1s, Today and In the Future.

Menu Development with Nutrition in Mind

The  five-item menu that includes beef, pork, chicken, and seafood options was completed by Cuba Libre Culinary Director Angel Roque in about two weeks in consultation with Philadelphia loss specialist Dr. Charlie Seltzer. 

“The goal was to build the dishes from authentic and time-tested recipes already in production for our core menus,” Gutin explained. “A number of Cuba Libre's core menu items allowed easy portion adjustment and fit the nutritional requirements of a high density of protein and fiber.

 The name GLP-Wonderful was chosen because while the portions and plate builds are different, the wonderful Cuban flavors are the same.”

Gutin said the team reached out to Seltzer, who is board certified in Internal and Obesity Medicine as well as being a certified Strength and Conditioning Specialist by the National Academy of Strength and Conditioning, because they wanted to learn more about GLP-1s effect on the user's brain and digestive system and the particular dietary needs of GLP-1 users before crafting the menu, as well as ensure that nutritional needs were met and that the nutritional facts on the menu were accurate. 

Protein was the top priority, as protein intake helps guard against muscle loss, which is a common and serious side effect with these drugs, Gutin said. They also kept the fat moderate because GLP-1 users already have slowed digestion at times from the drug, and fat can slow it down even more, increasing the likelihood of feeling bloated and uncomfortable. They also made sure to include fiber, as fiber can help offset possible G.I. side effects. 

“But most importantly, Dr. Seltzer said everything had to taste good because appetite is already significantly decreased in GLP-1 users, so in order to want to eat anything it has to taste great.”

Training for Seamless Execution

Once the menu text and nutritional facts were finalized they engaged operations, training, marketing and graphic departments to train and begin marketing for an October 27 launch. Since the dishes are from recipes already in production, the training for back of the house staff is primarily focused on portioning and plate builds. In addition, since some of the item names are the same as on the core menu, the servers, line cooks and expeditors are being trained to be diligent in differentiating the offerings in the POS and on the kitchen displays. 

In addition to being careful to ring the correct version of the menu items, front-of-the house staff are being taught how GLP-1s affect the user's brain and digestive system. They are being familiarized with the particular dietary needs of GLP-1 users, including the need for smaller portions with a high density of protein and fiber. Because this menu is only available upon request like a gluten-free menu, the servers and bartenders are being asked to actively listen for clues that a guest may benefit from this special menu without asking directly if any guest is taking GLP-1 drugs, Gutin added.

They are using a multi-pronged marketing strategy, Gutin said.. The menu will be prominently featured on the website, serving as a central hub for digital marketing efforts. Initially, focus will be on national, regional, and local press releases to generate broad market and industry publicity. Subsequently, promotion will occur through owned channels, including social media and an email list. Finally, a paid digital advertising campaign will launch on platforms including Meta and Google, specifically targeting individuals near the restaurants who have shown interest in GLP-1 medications.

Pricing Strategy Reflects Smaller Portions

To reflect the smaller portions, the dishes are priced approximately 25-percent lower than similar items on the restaurant’s main menu.  

“In a fair recognition of the reduced protein portions, which are 60 to 80 percent as large as similar items on our core menus, we landed on a target of 75 percent of the core menu prices,” Gutin said. “The good news is that it is likely that many guests accompanying someone ordering from our GLP-Wonderful menu will want a full priced, multi-course meal.”

Post-Launch Evaluation and Menu Adjustments

After the first few months, the team will analyze the product mix and guest feedback to inform any changes to the menu, Gutin added. 

“We expect that a pork dish may be a common request, but we will wait to see. We don't expect it to grow too much. Typically, GLP-1 eaters, because of their diminished appetite, are not looking for appetizers or desserts. And not every dish lends itself to being on this menu, for example paellas or pasta dishes have too much carbohydrate bulk, which would compete with the necessary protein and fiber components.”

He advises other operators considering rolling out a GLP-1 menu to connect with a knowledgeable nutritional expert and construct the menu without creating too much extra labor or new products.