By Kelly Cloonan and Heather Haddon
One of the restaurant industry's hottest new ideas is a paper cup filled with chunks of chicken.
Chipotle Mexican Grill introduced the cups several weeks ago as part of a new menu centered on protein. Restaurant chains are pumping the nutrient into everything from pizza crust to coffee, while stepping up marketing of the new offerings to users of weight-loss drugs and fitness buffs.
Papa Johns is testing protein-infused dough, and Subway is selling what it calls "protein pockets" -- tortillas with meat and veggies. Beverage chains like Dunkin' and Starbucks are offering high-protein milk options for their lattes, tapping celebrities like reality star Khloé Kardashian and musician Megan Thee Stallion as spokeswomen.
Shake Shack recently introduced a menu of lettuce-wrapped burgers for consumers seeking to cut out the buns with their protein fix. "We're selling way more of these than I ever thought we would," Chief Executive Rob Lynch said in an interview.
Restaurant companies are responding to consumers' protein craze, fueled in part by the rise of GLP-1s. Those on the drugs are instructed to increase their protein intake to minimize muscle loss. They also tend to opt for healthier options when eating out, according to market-research firm Circana.
The Trump administration's Make America Healthy Again movement also has pushed protein. New dietary guidelines urge Americans to prioritize the nutrient at every meal and consume 1.2 to 1.6 grams of it daily for every kilogram of body weight, up from a prior recommendation of 0.8 grams.
Some consumers say fitness and health advice on social media have contributed to the trend.
Alyssa Zarou, an insurance agent on Long Island, said TikTok videos encouraged her to incorporate cottage cheese, known for its high protein content, into her diet.
"It was not something that I ever really ate, and then it became this craze on TikTok," the 31-year-old said. "It's way healthier than what I used to be eating for breakfast."
Others also point to the growth of gym culture, which has long prioritized protein intake for building muscle.
"The gym is getting a lot of traction on TikTok," said Omar Lopez, a server in Southern California.
Lopez said it has been easier to find high-protein meals on the go recently. He tried Subway's protein pockets and now expects to buy them once a week.
"I feel like a lot of places are now starting to get on the wave. They realize that people are on their fitness journeys and they want to reach their protein goals," the 25-year-old said.
Chains are hoping protein can help lure more diners. Restaurant traffic declined 1.9% last year as consumers pulled back on eating out, many put off by high prices, according to market-research firm Black Box Intelligence.
"Restaurants are all fighting for traffic," Deutsche Bank analyst Lauren Silberman said. "Every single company is looking to do protein, no matter what company it is, what things they sell."
Restaurants tend to charge more for extra helpings of meat, and can price innovations, like Starbucks's protein cold foam at around $2, at a premium. In some cases, the new offerings are just existing menu items remarketed to focus on protein, posing a low-risk way of driving traffic, analysts said.
"You could always get double chicken or triple chicken if you wanted to pay for it, but now there's more messaging around it," William Blair analyst Sharon Zackfia said.
At Portillo's, "we are educating consumers about all the protein on the menu," Chief Financial Officer Michelle Hook said in an interview. Hook pointed to the chain's Beef Bowls of its meat and gravy, which allow consumers to "skip the grains and get all the gains."
Chains also are hammering home the value of their protein offerings to price-conscious consumers.
Jersey Mike's sells all of the ingredients stacked high on its sandwiches in a bowl without the bread. "It's a very abundant offering for a great price," CEO Charlie Morrison said in an interview.
Chipotle's chicken cup goes for around $3.82, while the steak version averages at $5.62. Subway recommends its franchisees charge about $3.99 for its protein pockets.
Starbucks was early to the trend, introducing a line of protein-infused lattes and cold foams in the fall. While awareness is still low among customers, the offerings are driving traffic and bringing some customers back for more, CEO Brian Niccol said during a call with analysts on Wednesday. "It is one of those examples of being very much on trend with how people want to eat and drink," he said. Niccol, for his part, started his day with a vanilla protein latte, he said.
Ethan Pugh, a musician in New York City, said he has been willing to try all the new protein offerings.
"I am easily swayed by things that could be benefiting me in my workout journey," the 27-year-old said. He tried Starbucks' protein cold foam, he said, and would consider ordering it again even though it didn't sit right with his stomach.
"Honestly, I might still throw it on there, just to feel like I'm getting that protein intake," he said.
Analysts said it was unclear whether the focus on protein will continue in the long term.
"It's certainly a trend right now. We'll see if it lasts," Deutsche Bank's Silberman said. "I don't think it is necessary to market a bowl of chicken as protein forever."
Write to Kelly Cloonan at kelly.cloonan@wsj.com and Heather Haddon at heather.haddon@wsj.com
(END) Dow Jones Newswires
January 30, 2026 12:00 ET (17:00 GMT)
Copyright (c) 2026 Dow Jones & Company, Inc.
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