Thin has always been “in” among celebrities and other influential figures. However, the “Ozempic Effect” (the outcome of those taking prescribed injections that mimic the GLP-1 hormone to suppress hunger), and other dieting trends like intermittent fasting, have caused restaurant and bar profits to slim down. When celebrity eating habits and health-monitoring smartwatches are causing a bigger media buzz than the opening of a fashionable restaurant or the arrival of a famous chef or bartender, it adds extra weight to the day-to-day need to keep profits up.
The 1-2-3’s of GLP-1’s
North American packaged foods company ConAgra, producers of frozen foods for home use and food service industries, recently released its 2025 report tracking ways packaged foods and ingredients should be adapted for the changing dietary needs of consumers. The report affirms that one of the most significant disruptors in modern healthcare is the rise of Glucagon-like peptide-1 (GLP-1) medications to manage Type 2 diabetes or obesity.
- GLP-1 medications work by mimicking the GLP-1 hormone, which helps regulate blood sugar levels, slows stomach emptying, promotes a feeling of fullness, and suppresses the appetite.
- This growing interest is reflected in over 26 million Google searches for probiotics, prebiotics, and gut health in the last year.
- GLP-1 users currently represent nearly 6% of the U.S. adult population, around 15 million individuals.
- 36% of users in this group are using the medication purely for weight loss purposes, while 41% are using it only for Type 2 diabetes management.
- Over the past 18 months, the “weight-loss-only” group has driven most of the adoption growth.
- 69% of weight-loss-only GLP-1 users are Millennials or Gen X, whereas 55% of diabetes-only users are Boomers.
- The same report revealed consumers in the study are increasingly drawn to foods that promote gut health, viewing a healthy digestive system as essential for overall wellness.
Ozempic Changes Portion Sizes and Encourages Customization
Ozempic is a movement international in scope. The “FEMAIL” section of the U.K.’s Daily Mail reported that a recently interviewed A-list Hollywood talent agent observed that, “All the restaurants in Beverly Hills are now offering smaller portions because everyone is on Ozempic and can't finish big steaks and bowls of pasta anymore. It's not something [restaurants] advertise because no one admits they are taking Ozempic. But as everyone is on it, the restaurants are adapting and offering smaller dishes, half portions, or dishes to share.”
The same article mentioned that chef Wolfgang Puck would willingly reduce portion sizes on request at his Spago restaurant, and small plate luxury foods like caviar and oysters had an uptick in popularity because, “Ozempic makes them feel full faster, so if they are going to eat, they want it to be a luxury experience.” Sojourn and Sojourn Social in New York City, meanwhile, is now offering its clientele the option to remove sides from mains to no longer "overwhelm" customers on Ozempic.
Datassential recently reported that 35% of diners surveyed in one or their latest studies lamented slim pickings of healthy options on restaurant menus. However, it’s hard to tempt some customers with steamed veggies and grilled fish when the siren call of something deep-fried or floating in butter beckons on the same menu page. Fortunately, restaurant managers and chefs are looking to small-yet-satisfying portions of favorite menu items and creative customization to bring profits back up to healthy, robust levels.
Steven Marks, co-founder/CEO of Australia-based Mexican fast-casual chain Guzman y Gomez, points to the success of its fully customizable menus and its strong appeal to U.S. customers. Since opening its first location just outside of Chicago in 2020, the Long Island, New York native observed that the popularity of GYG’s “minis” range is tied to the fact that it allows customers to order their meals based on their individual health goals, hunger levels, and personal preferences.
“Whether you want to swap your rice for lettuce, add double protein, or get an extra serving of veggies, we’re all about flexibility,” states Marks. “Our ‘minis’ range is a great example of this as it gives our guests more options, whether they are after a smaller meal based on their hunger level or watching their portion sizes (based on the demands of their diet). With a regular burrito weighing 530 grams, and a mini weighing 285 grams, we can see that many guests are leaning towards minis [when their diet requires it].”
In the perennially fashionable Hamptons on Long Island, New York, Sosh Andriano, owner of The Whale’s Tail, insists diet and weight loss have and always will impact the hospitality industry. The difference is how trends related to diet and weight loss are presented. He points to The Zone Diet, popularized by Dr. Barry Sears in the mid-1990s, designed as a calorically evaluated and portion-controlled delivery service movement whose influences are still being felt today. He believes owners should be willing to make changes as guests will tell you what they do and do not want. However, he stresses an owner should be true to what he or she does, and do it well.
“As the owner of a dine-in restaurant, I find it is important to adopt the philosophy that a guest is not just there to eat,” Andriano says. “If they do, it might only be a nosh as opposed to a large dish. Current [food] culture drives an experience, and we can offer many different ways to offset the changing eating habits and trends by diversifying what guests can spend money on. For [The Whale’s Tail], VIP dining experiences have become huge. Private tables with exclusive service can generate a good per-person charge as the guest is mainly there for the event, and the food and beverages become secondary to the experience.”
Andriano notes that at one of his fast-casual restaurants, refrigerators were specifically built to store streamlined versions of classic menu dishes with portion control and calorie intake figured in as customers taking GLP-1s are not only calorie-conscious, but may not be able to consume as much due to the effects of the shot.
“Small bite or health consciousness menu categories are very popular in addition to the regular menus,” he continues. “New dish development will always be necessary as our industry continues to evolve. While one of my concepts is Mexican, we call it modern Mexican to accommodate the current trends and shed the same old attitude. My bestseller is a Mexican street bowl [with] ingredients such as rice, beans, street corn, and guacamole. To create a healthier variation, we add toppings such as shredded Brussels sprouts and a sour cream made from cashews instead of dairy. The guest can pick a queso that can be vegan or classic cheddar jack and a protein that ranges from poultries or steak to vegan buffalo chicken and vegetarian options. Other options like build-your-own salads, bowls, and burritos allow people to get creative with their ingredients.”
Pushing Plant-Based Options
Delmonico’s, regarded as a New York City culinary institution since 1837, lays claim to several “American Cuisine” inventions including Eggs Benedict, Lobster Newburg, the Delmonico Steak, and Chicken à La Keene. However, in response to vegans, vegetarians, and customers craving an alternative that won’t conflict with their GLP-1 routine, Owner and Managing Partner Dennis Turcinovic called upon noted plant-based Chef Natalie Prhat to create a plant-based version of Chicken à La Keene. It replaces chicken as the protein with lion's mane mushroom, one of the most popular superfoods du jour.
“Recreating plant-based versions of iconic, popular dishes allows more people to enjoy these classic flavors and history,” shared Chef Natalie Prhat. “When discussing popular dishes with Dennis, Chicken à la Keen was a standout option. In 2024, serving a plate of pasta with marinara sauce alone may not meet modern expectations for plant-based diners and vegetarians. Whether plant-based by choice or necessity, food should still be celebrated as a delicious, original expression of culture, creativity, and the bounty of nature's flavors.”
According to Prhat, the recipe is updated with ingredients that blend familiar flavors with carefully selected plant-based ingredients to duplicate the taste and texture of the original closely. When properly seasoned and seared, lion mane’s meaty texture makes it an ideal substitute for chicken and steak, especially as it is packed with nutrients. The new version is served over artisanal lentil pasta with miso beurre blanc sauce, a swap for the cream sherry sauce of the original recipe, and topped with crispy lentils for added crunch.
As time-tested practices such as customizable dishes continue to evolve, and restaurateurs endeavor to rebrand small portions as “tapas” and “small bites,” customers will never lose their appetite for great taste. Customers are shifting paradigms about the way they see eating out, and restaurants are moving along with them.
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