Restaurants are responding to a growing demand for healthier menu options by introducing protein-packed dishes. This trend is driven by changes in consumer eating habits and the increasing popularity of weight-loss medications, such as Ozempic and Zepbound. Notable chains like Subway and Starbucks are at the forefront, enhancing their offerings to cater to health-conscious diners.
Subway recently launched its new Protein Pockets, which consist of soft tortillas filled with various fillings, including chicken, ham, turkey, vegetables, and sauce. 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 company’s focus is on making accessible and affordable protein options available to consumers.
The rise of weight-loss medications has influenced dietary preferences, leading to an increased desire for meals rich in protein. Subway is also enhancing its value menu, featuring daily specials like Meatball Monday and Turkey Thursday, which prominently highlight protein-rich options.
Starbucks and Sweetgreen Join the Protein Movement
Starbucks has followed suit by introducing Protein Cold Foam and protein-enhanced lattes across North America. These beverages offer between 15 and 36 grams of protein per 16-ounce serving and reflect the company’s commitment to menu innovation.
Sweetgreen, renowned for its focus on fresh ingredients, has expanded its protein offerings as well. Nic Jammet, co-founder and Chief Concept Officer, stated that protein remains a significant factor influencing customer choices. The company recently launched The Function Menu in collaboration with Function, which integrates expert nutritional guidance into its offerings. In November 2025, Sweetgreen introduced its most protein-dense item yet, the Protein Max Bowl, which boasts an impressive 106 grams of protein. Additionally, the chain has increased the portion sizes of chicken and tofu by 25% without raising prices and has added a macronutrient calculator to its app for greater transparency.
Broader Industry Trends and Future Directions
Other restaurant chains are also embracing the protein-focused trend. Brett Schulman, co-founder and CEO of Mediterranean chain Cava, announced plans to expand protein options in the upcoming year. New menu items, such as roasted salmon, are being developed to meet consumer preferences for premium protein selections like grilled steak or spicy lamb meatballs.
Moreover, some companies are taking a holistic approach to nutrition. Rä Foods, a food tech and functional foods company, is focusing on creating foods that deliver enhanced nutritional benefits. Their Wild About Sprouts products, which retain their roots and remain alive until consumed, aim to preserve enzymes and nutrients, reflecting a shift towards nutrient quality alongside protein quantity.
The evolving landscape of the restaurant industry underscores a growing awareness of the importance of a balanced diet that includes not only protein but also other essential nutrients. As dietary recommendations evolve, the demand for high-quality, protein-rich options is likely to continue its upward trajectory.
