How US operators are responding to GLP-1s

While the UK market may still be in the early stages of GLP-1 (weight loss drug) adoption, the US is much further ahead in terms of consumer adoption and industry response. What is clear from the US is that there is not one singular GLP-1 strategy. Instead, the impact of weight loss medication is spanning menu design, comms strategies, product formats and occasion design. UK operators and suppliers can use the learning and strategies of US operators to prepare for the impending changes that GLP-1s will have on the market.

Our upcoming report (published 25^th June) explores the changes GLP-1 users in the UK are already making to their eating and drinking habits out of home, and our new market forecasts (published 1^st July) have factored in the impact GLP-1 adoption will have on sales value over the next five years for the first time. Both reports will be published on Away From Home for subscribers, with free summaries available for non-subscribers.

GLP-1-targeted menus

The impact of weight loss medication begins long before consumers make their menu choices. GLP-1s are reshaping how often consumers eat out and where they choose to go, meaning operators are having to do more to communicate their ability to cater to new dietary needs.

Cuba Libre’s ‘GLP-Wonderful’ menu has been created under the guidance of a medical expert specialising in obesity and complex conditions. The nutritional breakdown of each dish is clearly laid out on the menu to help consumers understand the dish and check it works with their diets.

Smoothie King was an early adopter of a GLP-1 menu with smoothies such as ‘Gladiator GLP-1’ and ‘Slim ‘n Trim GLP-1 Mango Greens’. Each smoothie has at least 20g of protein, is high in fibre and has no added sugar. The menu was designed with a dietician to create nutrient dense smoothies that fit in users’ diets and support with common side effects of GLP-1s.

Targeted menus can help consumers quickly find options they trust and get on with enjoying the occasion. However, they can also be polarising. Our upcoming research shows that while some value the signposting, others feel singled out and may avoid these menus if others in their group do not know they are using the medication.

Smaller portions

GLP-1’s most visible impact is on appetite, with many users eating less than before. Portion size can therefore shape whether consumers choose to eat out, especially when budgets are tight and value matters more. If diners cannot finish their meal, the occasion can feel less worthwhile. Operators can respond quickly through existing menus, for example by promoting starters as mains.

Olive Garden has gone a step further with its ‘lighter entrees’ sections on the menu. This features smaller sized portions of existing mains, meaning consumers don’t have to miss out on their favourites or feel as though they stand out from the rest of their group. The smaller portions are reflected with a lower price (although not proportional to half the calories equalling half the price) meaning consumers are getting better value for money than ordering and not finishing a whole portion, and there is less wastage.

Customisation

What is becoming increasingly clear from our research, is that the effects of GLP-1 medication are not universal. Each users’ side effects, preferences and journeys can greatly differ, making it challenging for operators to be able to respond to these nuances. Rather than a one-size-fits-all approach, many operators are building in more elements of customisation to their menus. This gives consumers back some control over what they order, meaning they can design dishes to work with their individual needs.

Healthier substitutions have been a popular tactic. Some of these have been simple swaps like Shake Shack offering lettuce wraps rather than burger buns for a lower-calorie, lower-carb option.

California Pizza Kitchen has created a more extensive range of swaps. It introduced a Smart Swaps menu in January featuring nine reworked versions of existing menu items. The modifications made dishes either protein-packed, plant-forward, or lower-calorie, meeting a variety of needs depending on the consumer. These included cauliflower pizza crusts or burger salad bowls instead of burgers.

 What this means for the UK away from home market

• Operators will need to rethink value beyond large portions. As GLP-1 users eat less, traditional value cues may become less relevant. This creates an opportunity to offer smaller portions, lighter options or flexible sizing that still feel worth the spend, while also reducing waste.

• Suppliers should prepare to support operators with reformulation and product development. As demand grows for more nutrient-dense options, and nutrient-specific needs like higher protein, lower carb, etc. suppliers have an opportunity to help operators adapt menus with products that better fit evolving dietary needs, without compromising on taste or operational ease

• GLP-1-led changes could have ripple effects beyond weight-loss users. Many of the changes being tested such as smaller portions, clearer nutrition information, more swaps, more protein-led options, are likely to appeal to a much wider group of health-conscious consumers too. That means responses to GLP-1s could end up shaping broader menu evolution across the entire market.

While the UK away from home market is still at an earlier stage of GLP-1 adoption, the US offers a clear view of where pressure points and opportunities are likely to emerge. For operators and suppliers alike, the lesson is to create more adaptable menus, formats and communications that better reflect changing appetites and needs.

What next?

Our new report, ‘GLP-1: the changing appetite for away from home’ will be published on 25^th June. This report specifically explores the impact of weight loss medication on the UK Away From Home market, featuring qualitative research with current users to explore the impacts GLP-1s are having on their eating out habits, and what operators and suppliers can do to continue to encourage out of home occasions.

The full report will be available to Away From Home subscribers here. A free summary version will be available for non-subscribers.

The impact that GLP-1 adoption will have on the market has been factored into our Away From Home market forecasts 2026-2031, to be published on 1^st July.

In the meantime, see the rest of our GLP-1 content here, and find out about our dedicated GLP-1 research programme.