The rapid adoption of GLP-1 medications is reshaping consumer eating behaviors, with new implications for the restaurant industry. According to a 2026 William Blair survey of 300 GLP-1 users, quick-service restaurants (QSRs) appear particularly exposed as consumers eat fewer meals, consume smaller portions, and make healthier food choices.
GLP-1 medications like Ozempic and Wegovy help users feel full faster and reduce appetite by signaling satiety to the brain and slowing digestion. The survey found that GLP-1 users cut their average daily caloric intake by 1,155 calories, leading to fewer restaurant visits, smaller portions, and sharp reductions in high-calorie foods. These changing preferences present a challenge for many QSRs, whose menus are often centered on burgers, fried foods, and other calorie-dense offerings. Among GLP-1 users, monthly restaurant visits fell 50%, from 9.8 to 4.9 visits per month, with QSRs experiencing the largest decline.
Several factors explain why QSRs are more exposed than other restaurant formats:
- Menu Composition: QSR menus are dominated by burgers, fried foods, and sugary snacks, exactly the items GLP-1 users are avoiding
- Reduced Snacking Behavior: While snacking is the least impacted mealtime overall, any decline disproportionately affects QSRs. These restaurants thrive on impulsive, high-volume snack visits, so even small drops in snacking frequency hit them harder
- Limited Menu Flexibility: Many QSRs have streamlined menus focused on calorie-dense, indulgent items, making it harder to pivot toward lighter, protein-rich, or customizable options that appeal to GLP-1 users.
Despite fewer visits, spending has held up better than expected—falling just 4% in 2026 versus 19% in 2024. This suggests restaurants are adapting by offering protein-forward options, smaller plates, and customizable menus.
Additional opportunities remain. Nearly half of GLP-1 users surveyed, and 65% of those ages 35 to 44, said they would visit restaurants more often if smaller portion sizes were available. As GLP-1 adoption continues to grow, these preferences could become increasingly important.
For QSRs, the challenge is significant, but it’s not insurmountable. Brands with flexible menus and strong appeal among younger demographics are better positioned to navigate these headwinds. With GLP-1 usage lower among consumers under 35, targeting this group offers some insulation from the broader impact.
Ultimately, adaptation is key. By offering smaller portions, healthier options, and customizable meals, QSRs can thrive in this evolving landscape. While the effects of GLP-1 medications are undeniable, they are also manageable for restaurants willing to evolve.
For more information on related investment opportunities and insights, read Restaurants and GLP-1s: Proprietary Survey Suggests Modest Impact on Restaurant Spending, published on April 14, 2026, by Sharon Zackfia, CFA, partner, and group head of the consumer sector.