Restaurants like Starbucks, Smoothie King seek to join protein trend

Restaurant chains are joining in on the protein frenzy, hoping to encourage diners to pay more for extra macronutrients during a time when many consumers aren’t spending as much.

From “gym bros” to users of GLP-1 drugs like Ozempic, many Americans are trying to add more protein to their diets, with the goal of building or maintaining their muscle mass and feeling more satiated after meals. Moreover, diet trends that don’t emphasize protein intake, such as the ketogenic diet, have fallen out of favor.

“A lot of younger consumers are more proactive about their health habits, so they’re looking for ways to support health now but also to support their health in the future,” said Julia Mills, a food and drink analyst for market research firm Mintel. “Generation Alpha, Gen Z, millennials — these consumers are very active on social media, so they’re constantly being fed this message that you need more protein, and protein helps you gain muscle and makes you stronger.”

Roughly a third of consumers said they loved high protein in the second quarter of 2025, up from 24% three years ago, according to Datassential, which tracks restaurant menus and consumer preferences.

The trend has fueled a protein takeover in grocery store aisles, from protein-packed Eggo waffles to Khloe Kardashian’s Khloud protein popcorn.

But it’s also hitting the menus of restaurants that are seeking ways to encourage diners to pay for premium food and drinks.

Take Starbucks, for example. The coffee giant said in late July that it will roll out a cold foam packed with 15 grams of protein later this year; the regular cold foam add-on typically costs customers an extra $1.25 per drink. The new foam comes as the chain’s U.S. sales have been shrinking for the past year as coffee drinkers brew their java at home or seek out trendier options.

Rival Dutch Bros launched a protein coffee in early 2024 and charges customers an extra $1 for the customization. The menu addition fueled strong same-store sales growth and profits for the upstart chain.

Eateries are seeking to attract diners like Jared Hutkowski, a 42-year-old director of brokerage in Harrisburg, Pennsylvania. He works out six days a week and tries to hit his daily protein goal to improve his physique and overall health. When he dines out, he tries to maximize his protein, although he sometimes goes for pizza anyway.

“The biggest factor is what I am in the mood for that day, and then I normally try and select a meal that has a least a serving of some type of protein in it,” Hutkowski said.

This year, 28.4% of U.S. restaurant menus call out “protein,” up from 5.9% a decade ago, according to Datassential. And the trend looks like it has staying power. Datassential predicts that by 2029, more than 40% of eateries will highlight protein on their menus.

“Protein is one of those things that’s never been vilified, because no one’s ever said that eating too much…