RESTAURANTS: CUSTOMIZATION IS KEY

With their altered appetites, GLP-1 users may also change their dining habits, affecting the restaurant and hospitality sectors.

Understanding whether the overriding preference will be for different types of food or simply smaller portions can help these industries tailor their offerings. Additionally, the timing of meals may also shift for GLP-1 users, as they might prefer eating smaller, more frequent meals than traditional larger meals. We can expect the rise of snacks as meals to accelerate even further.

While there may not be widespread, dedicated menu changes yet, some trends in the restaurant industry are aligning well with the needs of GLP-1 users:

Health-conscious menus

Many restaurants are already shifting towards offering healthier, lower-calorie and nutrient-dense options, which will appeal to GLP-1 users’ focus on portion control and nutritional content.

Customizable meals

Some fast-casual chains are now offering highly customizable meal options, allowing customers to choose specific ingredients and portion sizes that align with their dietary needs.

Smaller portions and sharing plates

Some restaurants have introduced smaller portion sizes and sharing plates, which can appeal to GLP-1 users who may have reduced appetites.

Mini-meal merging

Restaurants can offer menu flexibility as GLP-1 users create their own meal occasions, like offering mini-brunch like meals late morning and offering mini-dinner meals in the afternoon.

Special dietary menus

Restaurants that cater to specific dietary needs, such as low-carb, keto, or diabetic-friendly menus, may also appeal to GLP-1 users looking to maintain balanced blood sugar levels and nutrient intake.

Partnerships with nutritionists and dietitians

Establishing partnerships with healthcare professionals could certainly support the industry in this regard.

Meal kits and delivery services

With the rise of meal kit delivery services, GLP-1 users can have portion-controlled, nutritious meals delivered to their door. Meal plans designed to meet their specific dietary needs could appeal.

Educational campaigns & nutritional information

Restaurants could benefit from staff and customer education; detailed nutritional information on menus, encouragement of healthier choices, could create a supportive dining environment for GLP-1 users.

GLP-1 action: How to get your innovations to break through with consumers

The real challenge for new GLP-1 products is understanding how they will compare to consumers’ current consideration set. What’s unique about Ipsos is how we directly measure innovations versus consumers’ current solutions.

Learn More

Explore retail ➜