Ozempic photo via Chemist4U

As GLP-1 medications become more widely used, many restaurant operators are questioning what the trend could mean for customer traffic and sales. While appetite suppression is a well-known effect of the medications, new research from the National Restaurant Association suggests the impact on restaurants may be more complex than simple declines in food consumption.

Roughly one in eight adults currently take a GLP-1 medication, according to a recent National Restaurant Association consumer survey, and adoption is expected to increase in the coming years. Growing affordability and expanded insurance coverage could accelerate usage.

Among adults not currently taking a GLP-1 medication, 29% say they would consider doing so if access improved and costs declined. If those intentions translate into behavior, as many as four in 10 adults could eventually use a GLP-1 medication.

Restaurant demand remains strong

Despite concerns about reduced appetites, GLP-1 users remain highly engaged restaurant customers.

Survey respondents taking GLP-1 medications reported purchasing a meal, snack or beverage from a restaurant an average of 7.6 times during the week prior to the survey, compared with 5.1 occasions among non-users.

The findings suggest that while ordering habits may be evolving, restaurants continue to play an important role in the lives of GLP-1 users.

Behavior changes are occurring, but they are not uniform. Nearly half of GLP-1 users say they have reduced how often they dine out since beginning the medication. At the same time, one in four report dining out more frequently, while roughly three in 10 say their restaurant habits have remained largely unchanged.

Together, those responses indicate that GLP-1 use is influencing dining behavior without reducing the overall importance of restaurants in consumers’ routines.

Ordering habits are evolving

The most significant changes are occurring at the menu level.

A large majority of GLP-1 users report changing their ordering habits, most commonly by selecting smaller portions, prioritizing protein-rich menu items and adding more vegetables to their meals.

Those preferences align with broader dietary patterns often associated with GLP-1 use and point to opportunities for restaurants to tailor menu offerings to evolving consumer needs.

Restaurants remain part of the lifestyle

Restaurants continue to hold strong appeal among this customer group.

Eighty-seven percent of GLP-1 users say they enjoy going to restaurants, while 71% consider restaurants an essential part of their lifestyle. That compares with 61% of all adults who describe restaurants as essential to their lifestyle.

The findings suggest that the social, convenience and experiential aspects of restaurant dining remain highly valued, even as eating habits change.

Menu innovation creates new opportunities

For operators, the data points to new opportunities in menu design, customization and premium offerings.

More than 90% of GLP-1 users say they would order food and beverage options tailored to their dietary goals, while 76% indicate they would be willing to pay more for those offerings.

The opportunity extends beyond traditional dine-in experiences. Eighty-six percent of GLP-1 users say they would be interested in purchasing take-home meal kits from restaurants that provide ingredients for complete meals tailored to their preferences.

The finding points to potential demand for hybrid dining models that combine convenience, customization and nutrition-focused options.

Marketing healthy choices more effectively

Marketing and menu communication remain key areas for improvement.

While nearly nine in 10 GLP-1 users believe restaurants already offer healthy menu choices, 89% say operators could do a better job communicating those options.

Improved menu labeling, targeted marketing and greater visibility for wellness-focused items could help restaurants better connect with this growing customer segment.

Flexibility may become a competitive advantage

Flexibility and personalization are emerging as competitive advantages.

GLP-1 users express strong interest in additional portion-size options and snack-sized menu items that can be consumed throughout the day. Those preferences reflect a broader shift toward adaptable dining formats that allow customers to better align restaurant purchases with changing eating habits and nutritional goals.

As GLP-1 adoption grows, the survey’s central message for restaurant operators is clear: consumers are not abandoning restaurants. Instead, they are reshaping how they engage with them. Businesses that adapt menus, messaging and dining formats to meet those changing preferences may be best positioned to capture demand from this expanding customer segment.