Fast food and GLP-1s: How American chains are adapting to the weight-loss era

U.S. fast-food chains are introducing smaller portions, protein-forward items and dedicated menu options as GLP-1 medication use has risen; some companies report shifts in ordering habits and footfall while analysts expect significant market growth by 2030.

GLP-1 medications have become substantially more used in the United States, and restaurant companies are responding to those changing customer habits. Novo Nordisk reported $31.1 billion in revenue from GLP-1 drugs in 2024, up from $11.9 billion in 2022. One in eight American adults now uses GLP-1 medications, and reported use doubled from 6 percent in May 2024 to 12 percent by November 2025. Fast-food and fast-casual brands are introducing smaller portions, higher-protein items and menu labels as customers continue to dine out but alter what they order. Key developments: - Novo Nordisk reported $31.1 billion in GLP-1 revenue for 2024, compared with $11.9 billion in 2022. - One in eight U.S. adults uses GLP-1s, with survey share rising from 6% in May 2024 to 12% by November 2025. - A 2025 Data Essential report found 97% of GLP-1 users dine out at least once per month and 76% do so at least weekly. - Chains have introduced targeted items: Chipotle launched a protein cup (about 32g protein), Smoothie King added a marketed "GLP-1 Support" menu in October 2024, and Shake Shack introduced a "Good Fit" menu with protein and calorie information. - Consumer research shows 59% of respondents favor restaurants with flexible portion sizes, rising to 73% among GLP-1 users. - Some analysts view weight-loss drugs as demand disruptors for the industry, and certain forecasts project the GLP-1 market could reach roughly $150 billion by 2030 with more than 30 million U.S. users. Summary: Fast-food companies are altering menus and marketing to reflect growing GLP-1 use and shifting customer preferences. Several brands have rolled out smaller-portion and higher-protein options and reported changes in ordering patterns and footfall. Analysts project substantial growth in the GLP-1 market through 2030, but the overall long-term effects on the restaurant industry are undetermined at this time.