GLP-1 drugs are fueling the rise of the 'big kids' market, one mega restaurant chain says
Diners on GLP-1 drugs are increasingly opting for smaller kids meals, said Cava CEO Brett Schulman.
Cava's CEO, Brett Schulman, has noted that weight-loss drugs known as GLP-1 are fueling a rise in the "big kids" market. Diners on these drugs are increasingly opting for kids meals, Schulman said, referring to this group of consumers as "big kids." GLP-1 drugs suppress appetite and increase the need for protein, which is why kids meals are currently popular.
Cava is experiencing a growing consumer base of "big kids" who are choosing smaller portion sizes, Schulman explained during a Tuesday earnings call. The chain offers an $8.25 kids meal with half portions of grains and mains, while full-sized bowls start at $12.95. Schulman believes that Cava's offerings align with what GLP-1 consumers want, as they are shifting more towards the chain's style of eating, including the Mediterranean diet.
The term "Ozempification of American food" has been coined to describe this trend, where Americans with shrinking appetites opt for smaller portion sizes. Food brands like General Mills and Conagra Brands have already introduced smaller-portion products, sometimes labeled as "GLP-1 Friendly." Cava reported a strong revenue increase of 31.3% in the second quarter compared to the same period last year, with a 9% increase in same-store sales and 17 new restaurant openings.
The casual food chain's observation of "big kids" consumers is an example of the growing trend of smaller portion sizes among Americans.
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