Protein is turning into a must-have menu descriptor, especially in fast casual.
Panda Express just launched Balanced Protein Plates. Sweetgreen recently started offering Protein Plates, creating a new menu category. And Dig introduced Dinner Plates in the fall, promoting protein-centric steak, salmon and chicken. “For most consumers, protein is the decision-maker,” said Matt Weingarten, culinary director of New York City-based Dig Restaurant Group. He’s now toying with the idea of offering double protein.
Even coffee concepts, including Peet’s and Dutch Bros, are blending protein powders into lattes with items like a Salted Caramel Protein Latte and a Matcha Protein Latte joining the menu recently.
“Protein is the darling of the moment,” said Carolyn O’Neill, an Atlanta-based registered dietitian nutritionist (RDN). “It’s the holy grail for weight management, building muscle, strength and general well-being.”
The growing number of consumers on GLP-1 weight loss drugs like Ozempic and Wegovy is one of the trends pushing protein front and center. “Most people on those drugs are eating less food, so they have to make every calorie count,” said O’Neill. “Plus, weight loss causes a loss in muscle mass, and protein builds muscle.” These dieters also require more fiber.
But it’s not only GLP-1 followers who are seeking protein. There’s a perceived health halo around protein for consumers in every demographic—from active Gen Z males to female baby boomers. And high-protein diets like keto and paleo still have a lot of followers.
In fact, the Cleveland Clinic is now recommending that athletes, folks over 50 and the GLP-1-taking population target daily protein intake of 1.2 grams/kilogram of body weight, up from .8 grams suggested in the U.S. Dietary Guidelines. Protein fanatics may be getting a lot more than that, said O’Neill.
According to the Harvard School of Public Health, for the average healthy person (who is not an elite athlete or heavily involved in body building) it's probably best to keep total protein intake to no more than 2 grams/kilogram of ideal body weight; that would be about 125 grams/day for a 140-pound person with a body mass index (BMI) in the normal range.
Fitting protein into the menu mix
At Noodles & Company, protein has traditionally been an add-on, said Scott Davis, chief concept officer for the Broomfield, Colorado-based fast casual. He is currently working on a menu revamp, set to debut in March, and while noodles will still be the base, “protein will be part of the build on several new items and integral to the menu,” he said. “We’re also bringing in new proteins.”
Although Davis can’t yet reveal specifics, Noodles teased the revamp with the launch of three chef-curated items last fall: Lemon Garlic Shrimp Scampi, Chipotle Chicken Cavatappi and Chicken Bacon Alfredo. All contain a good portion of protein-rich ingredients in their names.
In March, Noodles & Company is adding more protein-focused menu items like this Shrimp Scampi. | Photo courtesy of Noodles & Company
“We have a large female customer base, and women of all ages are looking for more protein to build strength and fitness,” said Davis.
Panda Express noticed that guests were coming in with different lifestyle needs and wellness goals, with protein top of mind. “People don’t usually think of Chinese food as protein-focused,” said Evelyn Wah, VP of brand innovation for the Rosemead, California-based Asian chain. “We wanted to show them a different side of Panda and make it convenient to order a protein meal.”
So Panda Express partnered with Registered Dietitian Kylie Sakaida to create five Balanced Protein Plates—all using ingredients on the core menu; no new SKUs were added. “Each plate is curated to feature our everyday menu but showcase it in new ways,” said Wah. “And Kylie made sure the items aligned with consumers’ nutritional needs and mindful eating goals.”
The Double Protein Plate is a fan favorite, said Wah, a combo of double Grilled Teriyaki Chicken, Half White Rice and Half Super Greens, totaling 76g of protein. “Customers were sharing out that they were ordering double protein when they came in, so we made it easier to order,” she said. Wah’s favorite is the Harmonious Macros Plate with Grilled Teriyaki Chicken and Broccoli Beef with Super Greens (57g of protein).
There’s also a Protein & Fiber Plate—String Bean Chicken Breast and Kung Pao Chicken with Super Greens—that has 38g of protein and 14g of fiber. Those on GLP-1 regimens need to up their fiber intake as well, and Panda’s selection of vegetables makes that possible.
Sakaida, a content creator with 2.8 million TikTok followers (nutritionbykylie) is seeing protein blow up on social media. But her mantra is “balance,” and that’s at the root of Panda’s Balanced Protein Plates. “They are focused on balance, providing protein with lots of fiber,” she said.
Protein needs vary by the individual, but the average person can have 20g to 30g of protein at a meal, said Sakaida. “Protein is recognized now for providing satiety and building muscle, and consuming a lot doesn’t have a downside for healthy people.”
Rounding out the lineup are the Bold & Flavorful Plate with Kung Pao Chicken & Black Pepper Sirloin Steak with Super Greens for those who lean into heat, and the Power Packed Plate with Black Pepper Sirloin Steak and Broccoli Beef with Super Greens for beef lovers.
All are listed on the website and app for online ordering, but walk-ins can create the same combos.
Panda will continue to work with Sakaida, along with other social media influencers, to get the word out and play up the lifestyle approach to wellness. Wah believes that line extensions of the Plates may include other proteins, such as shrimp and tofu.
Pumping up the protein
When Dig introduced Dinner Plates at its 33 locations last fall, the goal was to get more dinner business and feed the growing demand for protein, said Weingarten.
The three menu additions not only include a larger portion of protein, they boast new sauces, bolder flavors and are “the iconic vision of what dinner should be,” he said.
Dig's protein-centric Chili Salmon Plate, positioned to build dinner traffic, features a bolder flavor profile. | Photo courtesy of Dig.
To start, Weingarten added more choices to the three or four protein flavors previously available. Guests were interested in steak, so he introduced char-grilled sirloin steak cooked “a la minute” to medium-rare on a plancha. “We run high-end, full-service kitchens in a fast-casual setting, and this is the same quality as you’d get in a sit-down restaurant,” he added. The steak comes with caramelized onion jam and roasted Brussels sprouts.
The wild salmon on the Salmon Chili Plate is also cooked on the plancha, and Weingarten recently changed the flavor profile from ginger to chili to make it bolder. Charred Chicken and Hot Honey Chicken with maple honey sriracha are other protein choices; all are served in 4-ounce portions and come with vegetables and other sides. For vegetarians, Crispy Tofu baked with seasonings is also available, and customers can add pesto aioli or sriracha to enhance the flavor. Protein grams are not listed on the menu.
“Bowls are still Dig’s top sellers, but we’ve been very successful with the protein plates,” said Weingarten. Come spring, he plans on introducing more options with “bold, satiating flavors.”
Snooze A.M. Eatery has always offered protein-rich egg dishes on the menu, but the Denver-based breakfast-and-lunch chain was getting specific requests for more protein. “I could hardly walk through the dining room without hearing ‘why don’t you have a protein pancake,’” said Kyle Mendenhall, senior director of culinary innovation and optimization at Snooze. “While some were GLP-1 customers, most were active people who consider breakfast the most important meal of the day. It’s a lifestyle choice.” Gen Zers are especially protein-conscious, he added.
In January, Protein Pancakes rolled out on the menu across all 70 locations. They feature Snooze’s signature buttermilk batter boosted with Bob’s Red Mill hemp protein powder. They are topped with fresh bananas, strawberries and blueberries, then served with house-made peanut butter-maple syrup for drizzling. Each serving provides 32g of protein, which is noted on a menu insert.
“Most of the protein powders out there are whey-based and some contain weird ingredients,” said Mendenhall. “We tried making batters with whey but they didn’t perform well and the flavor was off. Besides, hemp protein is plant-based and contains no dairy, so it’s good for vegans. And it adds fiber and a distinctive color to the batter to make it easy [for the cooks] to recognize in the back-of-house over regular buttermilk batter.”
Right now, Protein Pancakes are a limited-time offer at Snooze, but they’re a good candidate for the permanent menu, Mendenhall added. “I don’t think they’ll ever rival our pineapple-upside-down pancakes, but balance is what you need.”
The chain also launched a Protein Trio Omelet in August. It’s made with three cage-free eggs, bacon, sausage, ham and cheddar cheese. So far, it’s sold well, along with the menu’s Fresh Start Duo. And Mendenhall plans to add a Protein Bowl shortly, with eggs, breakfast sausage and spinach.
Protein is in their DNA
Since its start in 1973, Smoothie King has been enhancing a variety of smoothies with its proprietary protein powder, said Lori Primavera, VP of R&D and product marketing for the Dallas-based chain. But in the past year, the selection of protein-powered smoothies has expanded, and Smoothie King added a new line directed at GLP-1 dieters at its 1,200-plus locations.
“We saw consumer data about the use of GLP-1 drugs in weight loss and wanted to help these consumers on their health and fitness journey,” said Primavera. Smoothie King partnered with dietitian Molly Kimball to develop five smoothies that are high in fiber, have no added sugar and feature at least 19g of protein in each serving. The Gladiator is the protein king; it clocks in at 45g. “When a smoothie is over 10g of protein, it qualifies as a meal replacement, she added. All of these do.
The Gladiator can be ordered with a base of chocolate, vanilla or strawberry with a choice of add-ins such as almonds, almond butter, berries, ginger, kale, carrots or spinach. There’s also the Slim N Trim GLP-1 Mango Greens at 22g protein; Keto Champ at 24g; Activator Recovery at 24g; and Power Meal Slim with 19-22g protein.
Smoothie King offers several different protein blends, some with whey and nonfat milk, as well as plant-based powders made with pea protein and pumpkin. Consumers can add these to any smoothie they choose and “it’s a key differentiator for us,” said Primavera. Athletes, active Gen Zers, moms and more are all customers. “You need protein whatever journey you’re on, but we’ve gotten a very positive response to the GLP-1 smoothies so far,” she added.
In March the GLP-1 smoothies will move onto the permanent menu board from their current listing on point-of-purchase materials.
Smoothie King is also testing Power Eats, a collection of six protein-rich snacks that customers can pair with a smoothie to further boost intake. On offer are peanut butter toast, chocolate-hazelnut toast and avocado toast, all are on hearty 8-grain bread, as well a Fruit & Cheese Protein Box and Eggs & Cheese Protein Box. Chicken Skewers is the last option—a set of two sous vide tenders, seasoned or marinated in garlic and served with buttermilk ranch, barbecue or Boom Boom sauce.
According to “The Ripple Effect of GLP-1s, Today and in the Future,” a report from consumer research firm Circana, “by addressing the preferences of GLP-1 consumers—such as an increased focus on protein, vegetables, and fruits, along with reduced consumption of sugar, carbs, and sodium—brands can align product innovation and marketing strategies with these consumers’ health goals.” Additionally, categories such as high-protein, ready-to-eat meals, and portion-controlled snacks are well-positioned to meet the specific needs of GLP-1 users, demonstrating the potential for growth in both traditional and emerging product segments, the report stated.
With “protein” in its name, Chicago-based Protein Bar & Kitchen has focused on the nutrient since its start in 2009. Protein, calories and net carbs are listed next to each item on menu boards in each of the 17 units, as well as in the app. Although the Chicago-based chain doesn’t promote any particular diet, “we take a holistic approach to help focus on and support customers’ health goals,” said Laura Camerer, senior manager of culinary, supply chain and facilities. The customer base skews 60% female, 40% male, most in the 20-40 age range.
With all the current interest in protein, Camerer thought the time was right to elevate Protein Bar’s culinary experience. “Our main protein is chicken, and recently we added seasoned, roasted chicken that’s held hot. It’s a new choice for customers to add to bowls.” Sustainably farmed salmon and Jenny’s Tofu, a local organic product, are other protein options. “The chicken and salmon are cooked sous vide so they stay moist and tender,” she said.
In addition to build-your-own bowl options, the chain added two new curated protein-packed bowls. The Saigon Bowl (18g protein) features roasted tofu, peanuts, pickled onions, romaine, green onions, brown rice, fried onion crispies and carrot ginger dressing, while the Chicago Med Bowl has roasted chicken, crispy chickpeas, cucumber, grape tomatoes, feta, pickled onions, romaine, red cabbage, brown rice, sriracha, lemon tahini and za’atar. Although the tofu and chicken contribute most of the protein, chickpeas, feta, peanuts and brown rice add some of their own.
“We tried plant-based meat analogs but our customers veer away from heavily processed foods,” said Camerer. Steak is something she’s looking at, as people associate it with good-quality protein, she said, but it has to be versatile enough to use across the menu.
Protein Bar & Kitchen was a pioneer in promoting protein as an important component of every diner’s health journey. “We’re glad everyone is now entering the conversation,” said Camerer.