How restaurants and supermarkets are making drastic changes to pivot to Ozempic era
Since GLP-1s are just part of society now, here's the ways in which restaurants are adapting to consumers who use them.
It’s estimated that around 1.5 to 2.5 million people in the UK are using GLP-1s, with a whopping 95 percent accessing the medication privately, as reported by Nesta.
While some people are using Ozempic to expertly manage their blood sugar levels, others have been prescribed so-called ‘skinny jabs’, such as Wegovy, Mounjaro, and Zepbound to help treat obesity.
Regardless of how they are prescribed, the meds work by triggering insulin release from your pancreas.
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This then slows digestion down, and affects areas of your brain processing hunger and satiety, essentially quietening food noise, according to The Cleveland Clinic.
Many users have also complained that they’ve lost their appetite whilst using the medications, claiming they now seek out smaller food portions, snack less, and choose their main meals more wisely.
Experts at Teladoc Health have advised anyone using GLP-1s to focus on eating nutritious food and to be mindful of what they are putting in their body.
To combat squandering appetites and appeal to medical advice, high-end restaurants and fast-food institutions alike have brought out medication-friendly offerings.
How restaurants are adapting for GLP-1 medications users
A recent Morgan Stanley report found that Ozempic users are spending less and ordering less food.
They are apparently more likely to opt for small starters, rather than a full, indulgent meal, according to experts.
To combat the changing tides, New York restaurant Tucci is offering a special ‘Ozempic menu’, allowing guests to order signature dishes, such as gourmet meatballs and arancini, in smaller portions.
Clinton Hall, a group of burger and beer restaurants in New York City, came out with a ‘mini meal’ last year that includes a petite hamburger, a few fries and a small beer.
According to Greg Mecane, a marketing director for Clinton Hall, the mini meal was specifically designed to target the growing number of GLP-1 medication users.
“That market has definitely increased, especially over the last year and a half,” he told Today.com. “It is catching fire. People are coming in specifically for it.”
Meanwhile, Cuba Libre, a Cuban restaurant with locations across the United States, is now offering a ‘GLP-Wonderful Menu’ on request, as per Fine Dining Lovers.
Five main courses are ‘smaller, cheaper, carb-light, fibre-filled, and protein-heavy’ to cater for Mounjaro users’ shrinking appetites, the website writes.
Over in the UK, renowned chef Heston Blumenthal has introduced a ‘mindful’ food experience at the Fat Duck in Berkshire.
At the latter, Mounjaro-using dinners are able to indulge in tiny food plates.
“The Mindful Experience is an expression of more than a decade of Heston’s explorations of our complex relationship with food and how eating can promote contentment, health and wellbeing,” the website reads.
“A way to savour the satisfaction of slowing things down and really experiencing your own gastronomic moment.”
Toby Clark, EMEA VP of consulting at Morgan Stanley, has predicted that the hospitality industry will continue to lean into a ‘less is more approach’, with many choosing to offer smaller portions.
“Tapas-style meals will also go some way towards solving the problem of what to order when some people around the table have dramatically reduced appetites, while others are wanting a full meal,” he told The Independent.
Supermarkets bring out GLP-1 friendly products
It’s not just restaurants bending to the Ozempic-fuelled tide as supermarkets Marks and Spencer, Morrisons, and The Co-op, have all launched GLP-1 friendly meals.
The former’s new ‘Nutrient Dense’ range consists of four ‘mini meals’ which contain at least ‘one of ten micronutrients that many people are lacking in the diet’, including vitamin B12 and iron.
Speaking about the dishes, Grace Ricotti, head of food nutrition at M&S, said: “With the increase in popularity of weight-loss injections, a reduced appetite can mean missing out on important nutrients and that’s why nutrient density is so important.
“These new meals, snacks and drinks can help everyone get more fibre, vitamins and mineral in their diet.”
Last year, Morrisons announced a partnership with Applied Nutrition to create a high-protein range, including seven GLP-1 ready meals.
The products, launched under the retailer’s new ‘Small & Balanced’ banner, include chicken casserole, bean and sweet potato shakshuka, and spaghetti and meatballs.
The Co-op’s new ‘Good Fuel’ offer came in stores on January 7.
The four mini meals have been specially developed for shoppers with smaller appetites, as per Nicole Tallant, Co-op Retail Trading Director.
“There is also a growing need to cater for smaller appetites with meals that provide the quality without so much of the quantity,” she stated.
“This whole new range is aimed at supporting shoppers’ wellbeing in a meaningful, accessible and convenient way.”
How fast food is rising to the GLP-1 challenge
UCHealth recommends that people on GLP-1 prioritise protein, with studies suggesting that the drugs can cause a 25-40 percent decrease in muscle mass.
To appeal to both jab users and their need for increased protein, Chipotle unveiled a ‘High Protein Menu’, including small bowls of steak and chicken, known as the ‘High Protein Cup’.
Chris Brandt, Chipotle’s chief brand officer, told Fast Company: We designed GLP-1-friendly builds to generally align with widely shared guidance: approximately 300 to 550 calories, 20 to 40 grams of protein, and 6 to 12 grams of fiber.
“Our goal is to make it simple to find options that fit those ranges.”
Another fast-food favourite, Shake Shack, has recently revealed a ‘Good Fit Menu’, offering a range of options for both protein-seekers and GLP-1 users.
The limited-edition offering features modified dishes from the menu, including lettuce-wrapped burgers, a chicken shack lettuce wrap, and veggie options.
Trista Best, a registered dietitian at Balance One Supplements, revealed that by substituting a bun for lettuce leaves, you ‘significantly reduce refined carbohydrates and calories, which can aid weight loss efforts’.
Its high water content can also ‘enhance satiety’ and prevent blood sugar spikes the expert told First For Women.
Smoothie King listed the help of Molly Kimball, a registered dietitian at Ochsner Health, to create a GLP-1-support smoothie line in 2024.
She said that the menu was developed to offer grab-and-go drink blends with a ‘thoughtful balance of nutrient-dense, high-protein, fiber-rich foods to support satiety and muscle mass’.
"We were also mindful of sugar — each smoothie on the menu contains zero grams of added sugar,” she added to Food & Wine.
Can you eat GLP-1 friendly foods without being on the drugs?
Of course, you don’t need to be using injectables to enjoy offerings from Chipotle, Morrisons, or the Fat Duck restaurant. But if you are on the meds, it’s worth consulting with your personal doctor about any nutritional decisions you plan on making.
“It’s critical that individuals receive their own personalized weight-loss plan and are carefully monitored by a doctor,” said weight-loss specialist Dr Sue Decotiis.
"There can be side effects that come along with these drugs, and it’s important that you’re getting the proper amount of nutrients and water so that the drug actually works properly.”
Topics: Fast Food, Health, Restaurants and bars, UK Food, US Food, Diet
Ella Scott