RESTAURANTS SEEK TO CASH IN ON CONSUMERS' PROTEIN FRENZY

Summary from the TLDR Marketing newsletter

The protein trend is changing US restaurant menus. Currently, 28.4% of menus highlight protein, up from 5.9% a decade ago, and this could exceed 40% by 2029. Driven by health-conscious consumers, including younger generations and those using weight-loss drugs like GLP-1, restaurants like Starbucks, Smoothie King, and Panda Express are adding or promoting protein-rich options to boost sales.