From the heart of the house:
Protein, Protein, and More Protein
"How many calories?" is no longer the only question many people ask. It is increasingly becoming, "How many grams of protein?" For restaurants, that presents both an opportunity and a challenge.
Analyst and Producer, Popcorn GTM
Economics and Business Studies Student at New York University
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Being a 19-year-old college student who actively participates in weightlifting, running, and swimming, yet also balances doom-scrolling and social media, I have been repeatedly exposed to the importance of protein over the last three years. Protein has been pushed as a necessity in almost every meal, practically being shoved in your face at every store, restaurant, and even fast-food joints. From the newly introduced Protein Meat Cups at Chipotle to Starbucks' Protein Cold Foam, the word protein is seemingly slapped onto everything, acting as a buzzword for both the health and fitness community and the average consumer. As good as this sounds, however, it begs the question: why? Where did this new "fad" come from, and why is it everywhere? The answer, though it may not come from one place, spreads widely, deriving from a variety of reasons and methods of marketing.
A large portion of the "protein boom" can be attributed to changing consumer priorities. Whether it's simply more people aiming to support their overall health, build muscle, or eat cleaner, protein is necessary in all three situations. I can speak personally on this, as the social media I browse—TikTok, for example—is constantly pushing health, gym, and wellness videos to people around my age, sometimes even younger. This has created a focus on "getting your protein in," as it supports muscle growth, which is, for me at least, the end goal. As large companies and restaurants realized this trend, they began introducing more protein options as a smart way to attract customers with the same goals as mine. This shift has transformed protein from a simple nutrient into a powerful marketing tool. Restaurants, having realized that customers are often willing to pay a premium for extra chicken, steak, or eggs, began incorporating them into all parts of their menu, turning protein into both an investment in a consumer's health and a sneaky way to boost profits.
As good as this all sounds, one might wonder: what are the drawbacks? As with anything, too much protein may have unintended effects. For example, I commonly see videos on social media and other platforms pushing protein consumption, yet I barely see any focusing on other nutrients, such as fiber. Balance is key here, as getting a sufficient amount of protein is just as important as consuming enough of my other vital nutrients. Economically, the "protein boom" also has some drawbacks. At places like Cava, adding an extra protein option increases the price by almost $6, turning a $12 lunch into an $18 meal. For the average consumer, spending $18 every day on lunch is not sustainable, and it adds up quickly. I have fallen victim to this before, thinking that adding extra steak to my Chipotle bowl is necessary for making gains in the gym, but that reasoning wasn't enough to justify the now-$20 bowl I was paying for as a single lunch.
Ultimately, I do not think this protein boom is just another passing trend. Instead, I believe it reflects a shift in how consumers think about the food they eat. "How many calories?" is no longer the only question many people ask. It is increasingly becoming, "How many grams of protein?" For restaurants, that presents both an opportunity and a challenge. High-protein menu items can increase profit and attract health-conscious customers, but they also raise food costs and risk pricing out their average lunch demographic.
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