Restaurants bet on protein trend

Protein is so popular even coffee chains are jumping on the muscle-building bandwagon. Both Starbucks and rival Dutch Bros now offer protein-packed add-ons, even as consumers pull back on spending. According to one estimate, about a third of consumers prefer to eat a high-protein diet; that’s up 24% from 2022. Grocery store aisles abound with foods fortified with protein, including Eggo waffles, and an estimated 28.4% of U.S. restaurants highlight protein content in menu items, a figure that’s expected to rise over 10% by 2029.