Are GLP-1s Giving Chefs a Unique Chance to Shape Future Diets?

How are GLP-1s affecting eating patterns?

Designed for managing medical conditions like Type 2 diabetes and chronic obesity, GLP-1 receptor agonists (like Ozempic, Wegovy and Mounjaro) reduce appetite and dampen the brain’s response to hyper-palatable foods, which are typically ultra-processed and high in fat, sugar and salt. This means that those taking the drugs typically begin to gravitate towards lighter meals, smaller portions and more nutrient-dense dishes. Perhaps predictably, use of the drugs has also expanded beyond medical applications among wealthy demographics; a look at this year’s Academy Awards red carpet suggests that Hollywood has wholeheartedly jumped on board, kickstarting a new wave of extreme thinness.

Of course, all of this has significant ramifications for hospitality. In the UK, one in three GLP-1 users say they are eating out less often and 84% say they’re eating less food; in the US, 43% report drinking less alcohol. Hospitality insight firm The Food People describes these drugs as “seismically shifting the health landscape”, with tangible implications for portion size, menu structure and nutritional expectations. Many operators have jumped into action in response.

How are restaurants responding?

The industry is experimenting with changes to format, creating smaller, more balanced plates that still create value and feel premium. At the fine dining end of the spectrum, the media has made much of Heston Blumenthal’s portion-adjusted “Mindful Experience” tasting menu at The Fat Duck (Bray, UK), which offers the same experience but with portions 20-50% smaller. Similarly, on the more casual front, Clinton Hall (New York, US) made headlines when launching its “Teeny Weeny Mini Meal”, comprising a scaled-down main, side and drink. Menus at J D Wetherspoon in the UK now include a ‘Small Pub Classics’ section, “perfect for customers looking for a light meal or snack without compromising on the taste of the dish.”

Changes in appetite extend to beverages, too, meaning that even bars that don’t serve food may feel an impact. In response, operators are increasing their selections of mini cocktails, lower-ABV serves and alcohol-free botanical drinks. Smaller formats and clearer flavour and function cues allow operators to maintain spend per head while aligning with changing health expectations.

The common thread is satisfaction without overload: tighter portions, better balance and strong perceived value. Overall, this represents an opportunity in a world of rising costs and shrinking margins — a chance to ditch the perception that value is based on volume.

… but could Chefs go further?

Henry Dimbleby — co-founder of The SRA and author of the UK's National Food Strategy under the previous government — argues that GLP-1s may offer the first real break in the “junk food cycle”, with early signals that customer demand for calorie-dense, nutrient-poor products may finally be weakening. “The real opportunity is to build a new food culture where taste, freshness and fibre-rich whole foods become the norm,” he said in a recent interview for our insights report, Hospitality Rising: Global Challenges, Local Solutions.

Framed in this way, appetite-suppressing drugs represent a unique opportunity for widespread change in how we design, present and evaluate out-of-home meal experiences. Rather than changing lanes to meet perceived customer demand, we should view this as a pivotal moment where the sector can take the wheel, guiding customer eating patterns in a way that rewrites the future of our relationship with food. Venues that adapt now with creativity and thoughtfully crafted, nutrition-conscious offerings can help to drive a shift in Western food culture to one that is less about quantity and relentless consumption, and more about quality, flavour and service.

Putting nutrition at the centre of every plate

Simply offering smaller portions isn’t enough; we need an approach that brings flavour and nutrition together as core considerations, making healthy, sustainable foods an irresistible choice for diners across the dietary spectrum.

Because GLP-1s suppress appetite, those taking them often risk under-consuming important nutrients; in one study of over 460,000 patients who were prescribed GLP-1s, researchers found that 22.4% developed nutritional deficiencies within 12 months of starting treatment. Protein is important for preserving muscle mass during rapid weight loss, while sufficient fibre is necessary to tackle the digestive issues that present as a common side effect of these drugs — but, with greatly reduced appetite and food intake, those taking GLP-1s can find it difficult to get enough of either.

At Cuba Libre Restaurant and Rum Bar in the US, for example, they went as far as bringing in expert advice, asking a board certified internist, obesity expert and certified strength and conditioning specialist to help develop their new ‘GLP-Wonderful Menu’. This consists of smaller-portioned, high-protein versions of classic dishes, designed to provide GLP-1 users with much-needed nutrients while still delivering bold Cuban flavours. As co-founder Barry Gutin told Fine Dining Lovers, “You don’t dumb down the dishes because they don’t have much of an appetite. Instead of giving them boiled chicken, you have to make it super appealing.”

Luckily, this overlaps with wider consumer trends; health and wellness continue to influence meal choices, with customers increasingly concerned about the effects of ultra-processed foods and more interested in whole food options. Protein and fibre have become central considerations, seen through social media trends like “fibremaxxing”.

So… what if we used this moment to begin building a food culture where the most delicious dishes are also those that nourish our bodies, satiate our appetites and support the environment? Could chefs kickstart a shift that creates lasting change in how we eat, cultivating better relationships with our bodies and making healthy, sustainable meals the new normal?

What could this look like in practice?

Thinking about nutrition when designing the menu does not need to spell deprivation. Creating a healthy menu should focus on whole-food ingredients, cultural relevance and appealing, flavour-first dishes, rather than imposing bland, one-size-fits-all menus. Building dishes around beans, lentils, wholegrains, vegetables, eggs, fish and modest portions of high-quality meat will meet diners’ needs while also contributing to a bigger goal: making the EAT-Lancet Planetary Health Diet a reality, for the benefit of both people and planet.

Here are just a few examples from our global network of Food Made Good businesses, illustrating how healthy, nutritious diets can be translated through local food cultures while keeping deliciousness front and centre.

• Anita Belaunde places nutrition at the heart of her LIMANÁ restaurant in Lima, Peru, while prioritising customer enjoyment. Her menus use natural, whole and plant-based foods rooted in Peruvian heritage to show that healthy meals can be deeply satisfying, culturally meaningful and environmentally responsible, all at once. Think three-chili ceviche made with local fish; hand-wrapped gyoza filled with portobello mushrooms and fresh vegetables; or a drink made with lion’s mane mushrooms, spices and Amazonian cacao.
• At Apricity in the UK, 50% of the menu is plant-based as a matter of course. Grains and pulses feature heavily, used as garnishes as well as the main components of both plant-based and non-plant-based dishes, providing both protein and fibre. “[Beans and pulses are] all over the menu — starters, mains. It’s so easy for us to play around with them,” says Head Chef Eve Seemann in Hospitality Rising. “We have chickpea doughnuts. We've got black carlin pea ragout. You can make a yellow pea pancake that doesn’t taste like cardboard.”
• Lamdre in Beijing is a fine dining restaurant dedicated to plant-based cuisine, where the goal is to showcase the possibilities of cooking with plant-based ingredients. “By reinterpreting the flavours of nature through the techniques of contemporary fine dining, we transform vegetables, grains, legumes, mushrooms and other plant-based elements into complete and delightful culinary experiences through creative combinations and layered craftsmanship,” says Chef Dai Jun. “Each dish is thoughtfully designed to achieve harmony in texture, flavour and aesthetics, ensuring that what our guests experience is not only sustainable and healthy, but also genuinely captivating in taste.” 
• In Puerto Rico, Chef Josiah Hernandez is leading a deliberate return to the wholesome roots of his native cuisine in his restaurant, Chef’s Garden, steering clear of processed foods to favour indigenous ingredients like tropical tubers. The tasting menu typically includes six courses and is deliberately on the lighter side. “We highlight one or two ancestral ingredients per meal, moving from savoury to sweet, ending with a ceremonial tea. Inspired by kaiseki, we aim for diners to feel about 85% full satisfied, not stuffed,” says Josiah. Just one of the six courses includes animal protein, and there’s always a plant-based alternative, such as the taro root burger. The remaining courses all highlight fruits and vegetables, with a deliberate focus on a wide diversity of ingredients. “The best compliment is when someone says, ‘Thank you for nourishing me.’ That’s why we do this,” he says. “Flavourful food should be the default, not the exception — and real flavour comes from honouring the ingredient — every part of it.”

Don’t miss our new global sustainability insights report, "Hospitality Rising: Global Challenges, Local Solutions”. Exploring the latest trends and influences shaping the sector, it’s packed with examples of smart sustainability initiatives from businesses of all shapes and sizes across the world. Download your copy here and start getting inspired! 

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