Restaurants across the United States are adjusting to shifting consumer habits driven in part by widespread use of glucagon-like peptide-1 (GLP-1) weight-loss medications such as Wegovy, Ozempic, and Zepbound. Approximately 11 percent of American adults—about 30 million people—are currently using these drugs, which suppress appetite and reduce food intake. This emerging trend is prompting eateries, from upscale establishments to fast-food chains, to reconsider portion sizes, menu offerings, and pricing structures.

Chefs and owners have observed customers leaving significantly less food on their plates, leading to questions about portion adjustments. For example, Deborah VanTreece, chef and owner of Twisted Soul Cookbook & Pours in Atlanta, reported not only more frequent half-finished meals but also a decline of more than 25 percent in average check size over recent months. Diners on GLP-1 medications often opt for appetizers or share entrees to avoid waste.

Restaurants face challenges balancing smaller portions with rising operational costs. Beef and other protein prices remain high, and labor expenses have increased more than 35 percent since early 2020, a trend accelerated by the pandemic and broader economic factors. Consequently, cutting portion sizes by half does not translate to a 50 percent price reduction, as fixed costs like rent and wages still need coverage. Industry consultants suggest prices for smaller portions may still amount to up to 75 or 80 percent of full-portion prices.

Fast-food chains, which traditionally promote calorie-dense options, are experiencing slower customer visits and reassessing their menus. McDonald’s, for instance, is cautiously testing new items such as salads with crispy chicken strips and grilled chicken wraps, though executives remain uncertain about widespread menu changes, citing unclear demand levels. Similarly, Burger King is trialing smaller items like Whopper Bites, without directly linking the move to GLP-1 medication users. Shake Shack has introduced a “Good Fit” menu emphasizing protein and lower-carb options, although the company has not commented on whether this targets weight-loss medication users specifically.

Restaurant operators and food service strategists encourage creativity in menu design to accommodate the evolving dietary preferences of these customers. Suggestions include increasing protein using cost-effective ingredients such as lentils, eggs, and cottage cheese or combining smaller portions of higher-cost items, like pairing reduced servings of tenderloin with shrimp. Some upscale restaurants are launching smaller plate options; for example, Tucci in New York’s NoHo neighborhood offers a downsized arancini appetizer and smaller pasta dishes to reduce waste while maintaining customer satisfaction.

Consumers who use GLP-1 medications voice a willingness to pay slightly less for smaller portions, recognizing the importance of sustaining restaurant profitability while avoiding food waste. Maddy Hague of Plymouth, Minnesota, who lost 80 pounds after starting Zenbound, expressed support for half-size meal options priced at around 80 percent of regular entrees in exchange for the dining experience and reduced leftovers.

As GLP-1 usage rises and reshapes dining habits, the restaurant industry faces the dual challenge of catering to changing appetites and managing elevated costs amid economic pressures. Moving forward, many operators anticipate introducing more flexible portion sizes and menu specials to meet this emerging demand while preserving business viability.