Major fast-food chains are introducing high-protein and lower-calorie menu items to retain customers who are using GLP-1 weight-loss medications. McDonald's, Shake Shack, and Chipotle have recently launched or announced specific meal options aimed at the changing dietary habits of these consumers.
The move follows research indicating that households with at least one GLP-1 user reduced their spending at fast-food restaurants, coffee shops, and other dining establishments by 8% within six months of starting the medication. According to David Portalatin, senior vice president at market research firm Circana, restaurants are diversifying their menus to remain relevant as consumer needs shift toward different nutritional profiles.
McDonald's announced it will add grilled chicken sandwiches, wraps, and egg bites to its menu. These changes are part of an $8.5 billion overhaul that includes a refresh of its global restaurants. Chris Kempczinski, CEO of McDonald's, told CNBC that the company intends to evolve its food offerings to match future consumer preferences, noting that GLP-1 users still seek out the chain's food but require different options. Skye Anderson, president of McDonald's USA, stated that these customers are looking for "portion flexibility" and high protein intake.
For the individual consumer, these changes include more lettuce-wrapped burgers, high-fiber bowls, and grilled poultry options. Diners will see more "flexible" portions designed to satisfy appetite changes caused by the drugs. These adjustments have already begun appearing, with Shake Shack's "Good Fit Menu" launched in December and Chipotle's dedicated "GLP-1 journey" web page featuring options like "low-calorie" and "high fiber" bowls.
While McDonald's has not provided a specific date for the rollout of its new grilled items, the company and its competitors are currently integrating these changes to address the impact of reduced calorie consumption among medication users.