Restaurants are increasingly catering to health-conscious consumers by introducing protein-rich menu items. This trend, driven by changing dietary habits and the popularity of weight-loss medications, is reflected in new offerings from major chains such as Subway and Starbucks, as well as expansions by Sweetgreen and Cava. As diners prioritize nutritional value, these companies are focusing on both the quality and function of their food.
Subway has recently launched its new Protein Pockets, which are soft tortillas filled with options like chicken, ham, turkey, and vegetables. Each pocket contains over 20 grams of protein and is priced under $4. According to Dave Skena, Subway’s Chief Marketing Officer for North America, the goal is to provide accessible and affordable protein to customers. This initiative aligns with the increased popularity of medications like Ozempic and Zepbound, which have shifted consumer eating patterns towards higher protein content.
In addition to new items, Subway is enhancing its value menu with daily ‘Sub of the Day’ specials featuring protein-rich offerings, such as Meatball Monday and Turkey Thursday. This expansion highlights the growing demand for protein-focused meals.
Starbucks is also making strides in this area by introducing Protein Cold Foam and protein-enhanced lattes at its North American locations. These beverages can contain between 15 and 36 grams of protein per 16-ounce serving, as part of the company’s broader efforts to innovate its menu.
Sweetgreen continues to prioritize protein in its offerings. Nic Jammet, the company’s co-founder and Chief Concept Officer, noted that protein remains a significant factor in customer preferences. Sweetgreen has launched The Function Menu in collaboration with Function, integrating expert nutritional guidance into its offerings. This menu features items like the Protein Max Bowl, which boasts an impressive 106 grams of protein. Additionally, the company has increased portion sizes for chicken and tofu by 25% without raising prices, and has introduced a macronutrient calculator within its app to help customers track their intake.
Other restaurant chains are also joining this protein-focused movement. Brett Schulman, co-founder and CEO of the Mediterranean chain Cava, announced plans to expand protein offerings in the coming year, introducing new items such as roasted salmon to meet the demand for premium protein options, including grilled steak and spicy lamb meatballs.
Beyond merely increasing protein content, some companies are adopting a holistic approach. Rä Foods, a food tech and functional foods company, is developing products that emphasize nutrient density and bioavailability. Their Wild About Sprouts line retains nutrients and enzymes by preserving the roots of the sprouts until consumed. Rä Foods believes that the future of nutrition will focus not only on protein quantity but also on the quality and overall function of nutrients.
As restaurants adapt to the evolving preferences of health-conscious consumers, the emphasis on protein-rich, nutrient-dense foods is likely to continue growing. This shift reflects a broader awareness of the importance of balanced diets that include both adequate protein and other essential nutrients. The landscape of dining is shifting, and establishments that respond to these changes may find themselves at the forefront of a new era in healthy eating.
