By admin 
Back in July, I shared that I’ve been on a weight loss journey and taking Zepbound, a GLP-1 drug, under the supervision of my physician. Noting changes in my own eating habits, I asked you, the readers, to share your own weight loss stories. I also planned to survey the restaurant industry to find out if they had perceived any changes in customer behavior.
Read more County fiscal adviser suspends new Sacramento City Unified agreement with teachers
Several weeks later, I have some interesting findings.
How diners are faring
Dozens of readers responded with their experiences. There were some overarching trends among the reports.
Of course, the primary result is a reduction in appetite; this is, after all, the intended effect of drugs such as Ozempic, Wegovy and Zepbound. How readers changed their dining behavior as a result of that varied somewhat.
Pretty much everyone who responded reported that they are, or in some cases used to be, dining enthusiasts. A few reported dining out less frequently, although the majority still said they enjoy the act of eating out. It’s how they dine that shifts.
Many people continue to order as they always have, and either take home leftovers or simply not finish their meal. Yet about as many also expressed a desire for smaller portions, even seeking out restaurants that had a broader variety of small plates. Splitting dishes was also a common option.
A few readers remarked they continue to frequent restaurants even with a reduced appetite because they enjoy the social aspect of dining out.
Amanda Morrow of East Sacramento began taking Zepbound about a year and a half ago.
“Initially food and alcohol weren’t attractive to me anymore. My husband and I would go out with friends and I would feel like I had to order something, so I typically stuck to appetizers or small or half-sized house salads. I really figured out which restaurants served the best appetizers. Our favorites became the ‘heavy’ appetizer restaurants – multiple protein street tacos, fancy sliders, etc. Most restaurants still serve too much food, so if we go out I’ll either share something with my husband, or if not I’ll usually eat a side salad and then the protein first from my main dish and have no problem leaving the starch on the plate,” she said.
What diners order has also changed. A few readers reported that being on a weight loss drug compels them to make healthier choices when dining, focusing on fiber and protein, and only having carbs if they’re still hungry.
A few also reported shifts in their tastes, including less interest in certain types of foods. Some even reported markedly less interest in food altogether.
Carmichael-based Deborah Ballanti has been on Zepbound for four and a half years.
“GLP-1s have definitely impacted my dining experience. I find much less pleasure in food and am less inclined to eat out. My tastes have changed dramatically as well. I no longer enjoy rich or spicy foods or alcohol. My sense of smell seems much more acute. I do still eat out as a social experience, and that is still pleasurable,” she said.
Another common response, readers wrote, is that the drugs have reduced their desire for alcohol as well as their appetite. This is borne out in studies, such as the one report by the National Institutes of Health.
Many people also reported the quieting of “food noise,” reducing their desire to snack or eat mindlessly.
Notably, while readers shared their experiences, few were willing to be quoted on record, suggesting a stigma surrounding the use of these drugs despite their popularity.
How GLP-1 users are affecting restaurants
One thing is clear: On the macro level, the food industry at large is reacting to the prevalence of weight loss drugs.
Both McDonalds and Burger King report that while they have not yet seen material changes in consumer behavior, they are watching the trend closely and testing new menu items with GLP-1 users in mind. For example, Burger King is testing Whopper bites, accommodating the desire for smaller portions, and protein-forward bowls. McDonalds is also experimenting with portion-controlled dishes.
Two major chains have already adapted their menus. In 2024, Smoothie King launched an entire GLP-1 Support Menu, with smoothies that contain at least 20 mg of protein and no added sugar. Shake Shack similarly launched its Good Fit Menu, offering several of its classic sandwiches in lettuce wraps instead of on buns to keep protein levels high and carbs low.
Read more Gov. Gavin Newsom signs California law to ban AI-actors in ads without disclosure
Local chain Jimboy’s Tacos ran a limited-time offer earlier this year with their Snackuritos, snack-sized burritos priced at $4.95 each. According to director of marketing Dina Guillen, they were one of the most successful promotions yet.
“The promotion drove increases in sales, traffic and frequency, and in April alone, we saw nearly double-digit year-over-year increases in both revenue and traffic. Based on the response, we’re likely to bring Snackuritos back next year…We’re seeing enough interest in this type of offering that, on October 1, we’ll be rolling out another (promotion) designed with customers’ interest in smaller portions and accessible price points in mind,” she said.
Guillen acknowledges that part of the promotion’s success could be driven by value as well as portioning.
For independent restaurateurs, it can be hard to tell if changes in consumer behavior are attributable to the rising GLP-1 use or other economic pressures.
“I have noticed people ordering and spending less and coming in less, but I didn’t think about GLP-1 drugs. I just assumed it was the economy and inflation. Regulars are still coming, but I’ve noticed check averages down a little,” said Billy Ngo of Kru Contemporary Japanese Cuisine.
Brad Cecchi of Canon has seen some shifts, but finds it hard to tease out the true cause.
“It’s a shared plate kind of experience, and so it’s hard in our concept to see it, because you might have one of four people or one of 10 people on a GLP-1, and so they’re eating less of that shared experience,” he said.
Cecchi did note one significant change: Alcohol consumption.
“You might have somebody that orders a cocktail, but they’re not getting a bottle of wine. Our by the glass wine sales have stayed stagnant. We’ve also seen a huge uptick in non-alcoholic beverage sales in that same period of time. We are seeing a little bit of an increase in our cover counts, but a little bit of decrease in per person spend,” he said.
Patricio Wise of Nixtaco in Roseville and Folsom has noted a similar trend.
“We have seen a decrease in alcohol consumption overall, and then again I don’t know if that’s just like new generations not drinking, or the existing generations drinking less because of GLP-1s, but we have seen a trend in a reduction of alcohol consumption overall,” he said.
While Nixtaco’s menu is less about the shared plate experience, it’s equally hard to determine whether his diners are eating less due to GLP-1 drugs, as people can order as many or as few tacos as they want. However, he has heard it anecdotally.
“The conversations that we hear from customers at the bar and at the table, we do hear that, like, oh no, I can’t eat that much anymore, and I’m not drinking that much either. We do hear it in the dining room,” he said.
Devin Dedier, director of food and beverage at Dedier Family Restaurants, which includes the nine brunch-forward Mimosa House locations, sees a clearer pattern. He notes that on the surface the restaurants appear as busy as ever. People still wait in line, and tables still fill up. What’s changed is what happens after everybody sits down.
According to Dedier, restaurants don’t make money on the main dishes, but on the extras: appetizers, drinks and desserts. He says the impulse to say, “why not?” has quieted over the last year or two.
“We are seeing tables of four order two entrees and four forks. We are seeing pancakes and French toast slide while steak and eggs, the omelettes, the smoked salmon plate, anything protein forward, climbs. To-go box usage is up in a way that has nothing to do with saving it for later; it is people getting four bites in and being genuinely, cheerfully done,” he said.
A decline in bar sales has been particularly noticeable.
“We named the company after a mimosa. The second round used to be automatic. Now it is a coffee, tap water with lemon, and if we are lucky, one glass instead of the carafe,” he said.
“And look, none of that is bad for the guest! Truly. People feel good, they are eating with intention, and I am not about to stand here as a chef and tell somebody they are doing life wrong for not finishing their hash browns.”
Dedier isn’t blaming the consumer. He’s adapting to meet the new normal.
“Portion is a design decision now, not a generosity contest. If somebody only has room for three bites, those three bites better be worth the drive. The old flex was how much came out on the plate. The new one is how much of it you are still thinking about an hour later. I would rather be judged on that anyway,” he said.
Read more Wildfire in Floriston closes WB I-80 in Nevada County, prompts evacuation warning