The trend of “proteinmaxxing,” which emphasizes high protein intake for benefits like boosted metabolism and increased muscle mass, is reshaping dining preferences at restaurants like Fountain Grains & Greens in East Hollywood. Customers are increasingly opting for protein-packed bowls, often paying extra for additional meats like chicken and steak.
Restaurant co-owners report a significant rise in sales of protein add-ons—up to 400%. Diners such as Daniel Rasmussen are focusing on reaching daily protein goals, with many preferring large portions. This shift is also reflected in federal guidelines that recently increased the recommended daily protein intake.
However, the growing demand for protein comes amid rising costs for restaurants. Owners like Arda Jooharian at Fountain Grains & Greens face challenges due to supply chain issues, prompting adjustments in sourcing and pricing. Despite the trend’s popularity, some experts caution against excessive protein consumption.
As customers embrace this focus on nutritional goals, larger chains like Sweetgreen and Chipotle are adapting their menus to offer high-protein options, signaling a broader cultural shift towards prioritizing protein in meals. The article highlights the balance between serving quality ingredients and managing costs amid changing consumer demands.
