Page 30 - RLIJune2026

FOOD FOR THOUGHT
BY JONATHAN DOUGHTY
Jonathan Doughty is a global thought leader, consultant, speaker, moderator and C-suite
executive in the foodservice and leisure sectors working around the world in retail, transit and
leisure. In this month’s column, he discusses how the restaurant industry is entering a new phase.

My Big, Fat, Restaurant Meal

he rise of GLP-1 medications such appetite is reduced, every bite matters more. shes become more attractive. Consumers also
as Ozempic, Wegovy and Mounjaro As a result, nutritional density is becoming tend to become less impulsive and more in-
is beginning to reshape the restau- increasingly important. Guests are seeking tentional about their choices.
T rant industry in ways few operators meals that provide protein, fibre, vitamins and This means menus need greater flexibili-
could have predicted five years ago. Originally sustained energy rather than simply calories. ty. Restaurants that only offer large, heavy or
developed to treat Type 2 diabetes and obesity, Protein has become particularly important. highly indulgent dishes may struggle to meet
these appetite-suppressing drugs are now being Many GLP-1 users actively focus on maintai- evolving demand.
used by millions of consumers globally, funda- ning muscle mass during weight loss, driving Lighter preparations, vegetable-forward di-
mentally changing eating habits, dining beha- demand for lean meats, fish, eggs, legumes shes, grilled proteins, soups, salads and cus-
viours and expectations around food. and high-protein menu options. tomisable meals are becoming increasingly
For restaurateurs, this is more than a passing Restaurants that clearly communicate nutri- relevant across all dining segments, not just
health trend. GLP-1 medicines reduce appeti- tional benefits are likely to gain an advantage. traditionally healthy brands.
te, slow digestion and often change the emo- Menus featuring calorie transparency, protein Importantly, restaurants should avoid trea-
tional relationship consumers have with food. counts or ingredient sourcing increasingly ting this purely as a “diet trend”. GLP-1 adop-
Guests are eating less, ordering differently and align with consumer expectations, but also tion spans multiple demographics, including
becoming more selective about what they con- need to be communicated in a discrete way. affluent consumers, business professionals
sume. While restaurants have always adapted This does not mean indulgence disappears and middle-aged diners who remain highly
to changing consumer preferences, the scale entirely. Consumers still want enjoyment and active restaurant users. Users are not obvious,
and speed of GLP-1 adoption mean the indus- experience when dining out. However, the visible or identifiable.
try is entering a new phase where volume-ba- balance is shifting from “quantity and indul-
sed dining models may no longer be enough. gence” toward “quality and wellbeing”. 5. Hospitality and Experience
This is critical as so much of the foodservice Matter More Than Ever
world is based on this key principle. 3. Fewer Courses and Perhaps the most important shift is psycho-
Here are five major changes restaurant Lower Average Spend logical. As consumers eat less, restaurants be-
operators need to understand, as they will GLP-1 medicines are also changing how come less about consumption and more about
have little or no visibility on who is taking the consumers structure meals when dining experience, connection and atmosphere.
drugs, what stage they are at in the treatment out. Diners who previously ordered starters, If diners are ordering fewer dishes, they
and few outward signs of self-administration. mains and desserts may now stop after a sin- still need a reason to visit restaurants rather
gle course or share dishes across the table. than simply eating at home. Hospitality,
1. Portion Sizes Are Becoming Too Large Alcohol consumption may also decli- storytelling, ambience and social interaction
One of the most immediate impacts of ne. Many users report reduced interest in therefore become more valuable competitive
GLP-1 medications is a dramatic reduction in alcohol while taking GLP-1 drugs, partly advantages.
appetite. Many users report feeling full after because these medicines influence reward Restaurants that focus purely on food volu-
only a few bites, meaning traditional portion pathways in the brain. This presents a parti- me may struggle. Those that create memora-
sizes can suddenly feel excessive. cular challenge for restaurants that rely hea- ble experiences can still thrive even if guests
For restaurants, oversized plates now risk vily on beverage margins. consume fewer calories overall.
creating waste rather than value. The old as- The result could be a gradual reduction This is particularly relevant for premium
sumption that larger portions equal better va- in average spend per guest unless operators casual and fine dining concepts. Consumers
lue is beginning to weaken, especially among adapt their offering. Restaurants may need to may dine out less frequently, but when they
health-conscious consumers. rethink pricing structures, upselling strate- do, they may prioritise quality, environment
This shift creates both challenges and gies and menu architecture. and emotional value over quantity. It is also
opportunities. Restaurants that continue ser- Rather than focusing on volume consump- relevant around the world as consumers stru-
ving oversized dishes may see lower satisfac- tion, businesses may need to emphasise pre- ggle with the impact of increasingly high calo-
tion scores and increased food waste. On the miumisation and experience. High-quality rific food which is easy to access 24/7.
other hand, operators that introduce flexi- ingredients, exceptional service and memora- Ultimately, the restaurant industry is unli-
ble portioning can improve margins while ble atmosphere become even more important kely to shrink because of GLP-1 drugs, but it
appealing to changing consumer habits. when customers order less food overall. will evolve. The businesses that succeed will
be those that recognise dining is becoming
2. Consumers Are Prioritising 4. Menu Variety Must more intentional, health-aware and experien-
Nutritional Density Become More Flexible ce-driven and that is a good thing.
GLP-1 users tend to become far more GLP-1 users often experience changing For restaurateurs, the key lesson is clear:
conscious about what they eat because they food preferences and sensitivities. Rich foods the future guest may eat less, but their expec-
physically consume less food overall. When may suddenly feel too heavy, while lighter di- tations will be higher than ever.

30 Retail & Leisure International June 2026