Chipotle added its High Protein Menu in December | Photo courtesy of Chipotle
If we had to pick an early contender for “theme of the year” so far, protein would unquestionably be at the top of the list.
Consumers are demanding more protein as they associate the nutrient with satiety, weight management, muscle building and energy. It’s no wonder, then, that restaurant chains big and small across segments are sprinting to meet the moment. We’ve seen an astonishing amount of protein launches in our inboxes, from Starbucks’ protein cold foam and Dunkin’s protein milk to Smoothie King’s Protein Packs and Subway’s Protein Pockets.
Some restaurant chains, however, are meeting the moment with lighter lifting by simply reconfiguring already existing items or brightening the spotlight on those existing items.
Consider Chipotle, for instance. In December, the fast-casual Mexican chain came out with a “High Protein Menu,” featuring items with between 15 and 81 grams of the nutrient. The menu includes signature items redesigned into new options such as a “Double High Protein Bowl” with double Adobo Chicken, light white rice, black beans, fajita veggies, tomato salsa, Monterey Jack cheese and extra romaine lettuce.
Chipotle’s High Protein Cup perhaps created the biggest headlines, as the chain simply began offering 4 ounces of Adobo Chicken as a side item. The company said the curated menu “brings fan behavior to the forefront and makes protein and other dietary goals easier to reach.”
High demand, light lifting.
In February, El Pollo Loco launched a protein menu of its own, featuring 24 (again, already existing) items priced under $15. The menu includes burritos, salads, bowls and more, with a protein range of 23 to 74 grams.
In a statement, Chief Marketing Officer Jill Adams said the menu “shows how uniquely positioned we are, and always have been, to offer variety and the nutritional value of protein at an accessible price point.”
High demand, light lifting.
In January, Shake Shack introduced a Good Fit Menu of high-protein, low-carbohydrate items—-mostly burgers and chicken sandwiches in lettuce wraps—that had always been on the menu but were repositioned to fit current consumer trends.
“We have always made these items; we simply packaged them up and merchandised them as a timely, relevant, additional sales layer for our business; a great example of our ability to drive sales growth without significant operational or supply chain disruption,” CEO Rob Lynch said during the company’s fourth quarter earnings call in February.
In other words, high demand, light lifting.
Just this week, McDonald’s added protein callouts for 17 of its menu items across different dayparts. To make it easier for customers to find high-protein items, the chain has added “badges” on ordering kiosks and its app.
In a blog post, VP of U.S. Marketing and Menu Strategy Gina Hardy said, “The options they’re looking for have been on our menu all along.”
High demand … you get the picture.
During a presentation at the Restaurant Leadership Conference this week in Phoenix, Technomic Senior Director of Menu Research & Insights Lizzy Freier said there are several factors pushing protein to the forefront, including a new food pyramid recently unveiled by the United States Department of Health and Human Services, which places protein, dairy, and healthy fats at the top.
Also, it is estimated that there are now nearly 25% of households with at least one member using GLP-1 medications. High protein intake is critical when taking such weight loss drugs to prevent muscle loss and support metabolism, and Freier said 65% of consumers seek more protein when using them.
That said, all consumers are seeking high-protein options with a goal of supporting overall health. According to Revenue Management Solutions, 62% of consumers said they “sometimes, often, or always” look for high-protein options on a menu, while 58% are likely to order from a “protein-rich” menu section.
Further, 48% said they’re likely to choose a meal because it’s high in protein and 38% are willing to pay more for such options. To illustrate just how big an opportunity this has become for operators, consider that nearly 50% of consumers say they would switch restaurant brands for meals with more protein options.
In an environment in which there seem to be more challenges than ever, meeting heavy demand with light lifting seems like an ideal approach.
