Protein washing and GLP-1s: Inside fast food’s strategy for health-conscious diners | News

Megan Thee Stallion, known for rapping “body-ody-ody-ody-ody,” just filmed a jazzercise workout to promote Dunkin’s new line of protein refreshers.

Burger chain Shake Shack declared burger buns “out” for 2026. Olive Garden, yes, the Italian food chain famous for its unlimited breadsticks, just launched a Lighter Portions menu for diners on GLP-1 medications. Jack in the Box is encouraging fans to “stay so jacked” by eating its new fajita and teriyaki protein bowls while pedalling on the Peloton.

Morgan Spurlock’s Super Size Me might not have inspired fast-food chains to ditch buns for lettuce wraps in 2004, but today’s emerging GLP-1 market might achieve that result. About 12% of Americans, or one in eight adults, have used GLP-1s in 2024 and 2025, and households that use GLP-1s report spending 8% less on fast-food chains and restaurants.

“Diets are cyclical over several decades. During the 70s, there was the Atkins diet. Then there was paleo and keto,” says Julie Sternberg, managing director of Hunter PR’s food and beverage practice.

However, today’s GLP-1 and protein trends “have taken an unusual breadth” compared to past diet trends Sternberg witnessed in 20 years of working in the food and beverage sectors. She notes how “coffees from Starbucks and Dunkin have added protein” and “popcorn is being dusted with protein powder.”

To dodge sales crashes and appeal to the one in eight Americans on GLP-1s, chains from Shake Shack to Smoothie King are promoting protein, adjusting to a modernised definition of “comfort food” for the health-conscious and bracing for a long-term GLP-1 consumer base.

Promoting protein

Federal dietary guidelines were updated to suggest a higher amount of daily protein intake in mid-January, to up to double the protein intake suggested in previous years. Concurrently, Google searches for “protein washing” spiked 65% between December 2024 and December 2025.

The marketing term “protein washing” describes the practice of advertising food items as high in protein to illuminate a “health halo” effect for health-conscious consumers. For example, a shopper who feels comfortable buying sugary cereal they would have written off before a high-protein label caught their eye.

“The protein craze started before GLP-1s rose to the top of the conversation,” Sternberg explains. “New scientific research coming out about how to live a long life, especially for women, focused on strength training. That’s when people leaned in and said, ‘We need to be focused on building and sustaining muscle, so that means we need protein.’”

During this “protein craze,” some fast-food chains are emphasizing the existing protein in their menus: Chipotle encouraged its social media followers, “Bro. Just get a chicken bowl,” before offering deals on double-protein burrito bowls.

Other chains are launching entirely new protein-focused, GLP-1-friendly menu items. On January 1, roughly two weeks before Novo Nordisk released America’s first GLP-1 oral pill, Shake Shack launched its Good Fit menu, consisting of a Gluten-Free ShackBurger, lettuce-wrapped Veggie Shacks, Chicken Shacks, SmokeShacks, ShackBurgers and Avocado Bacon Burgers.

“A larger portion of guests are seeking nutrient-dense, high protein dishes with quality ingredients,” says Shake Shack’s senior vice president of culinary and calendar innovation, Nancy Combs. “We chose to introduce this menu early in the year when many people are focused on resetting habits.”

As America resets its habits, the definition of “comfort food” is moving away from the classic McDonald’s Happy Meal, especially for the 50% of U.S. adults embarking on a diet to kick off 2026.

‘Comfort food’ takes on a new meaning

Fries and nuggets have been the drive-thru status quo for several decades, but Smoothie King is serving up a new offer: the ability for customers to hit their daily protein goals of 100 grams with its 100G Protein Pack.

“The 100G Protein Pack is resonating because it removes guesswork…guests appreciate that we’ve done the nutritional work for them and that they can feel confident they’re getting something that supports their goals,” says Smoothie King’s senior vice president of marketing, Shannon Gewinner.

Consisting of peanut butter toast, a box with hard-boiled eggs or a meat stick with cheese and a protein Gladiator smoothie, the 100G Protein Pack was released with Smoothie King’s first “Healthy Habits and Smoothie Trends Report” analysing Americans’ views on nutrition.

As consumers find more comfort in transparency surrounding their fast-food orders’ ingredients and potential health benefits, fast-food chains and food companies have a responsibility to market and communicate food products with the guidance of nutrition experts, Sternberg says.

“Our clients partner closely with third-party registered dietitians or nutritionists to communicate the right things about the brands’ benefits and how those fit into consumers’ lifestyles,” she explains. “Experts look through a scientific lens, which is important for communicating to consumers in a way that’s not just marketing speak. It’s coming from a place of fact-based nutrition science.”

Bracing for a long-term GLP-1 consumer base

“I have been in food and beverage PR for more than 20 years now,” Sternberg says. “With more longevity to look back on, a lot of it feels like a flash in the pan, like when I think of companies topping coffee with protein powder. The staying power is in how Americans have taken a new interest in health and wellness.”

The rate of Americans using GLP-1s—the medications were initially used to treat diabetes primarily—has surged over 700% since 2019, and that booming new customer base seeks fast-food options that differ from what’s been successful in the past.

“Brands may continue shifting toward smaller portions and balance, giving people more control over how they order while still highlighting indulgence and enjoyment,” Combs says. “Brands that win will be the ones that make ‘better-for-you’ feel approachable, craveable and true to their core identity, rather than chasing after health trends that aren’t a brand fit.”

That means integrating health into the long-term plans for not only fast-food chains but businesses in the overall food sector, Sternberg says.

“Diet trends are trends. But there is an overall push for better health and wellness in the market, and the bigger risk lies if companies aren’t willing to follow the overall movement towards greater health and wellness,” Sternberg explains.