Forget supersized: McDonald’s is exploring an $8.5 billion bet on an American fast food wave led by proteinmaxxing, portion control, and GLP-1s

The fast food industry is undergoing a significant transformation as McDonald's explores a $8.5 billion, decade-long overhaul aimed at catering to protein-focused and GLP-1 consumers. CEO Chris Kempczinski stated that the company is evolving its menu to align with shifting consumer preferences, focusing on smaller portions, grilled chicken sandwiches, crispy chicken, burger bowls, and egg bites.

McDonald's has already begun implementing these changes, introducing protein callouts on its app and in restaurants to highlight high-protein items, which now account for over 30 of their menu items containing at least 15 grams of protein.

According to McDonald's USA President Skye Anderson, roughly 30 million Americans currently use GLP-1 drugs, while another 60 million are actively seeking more protein in their diets. A Gallup report found that 11% of American adults use GLP-1 medications, reinforcing McDonald's estimate of 30 million potential customers. Additionally, 84% of households with a GLP-1 user visit McDonald's, indicating that the company is not trying to create a new customer base but rather cater to its existing ones with changing order preferences.

Despite potential dietary adjustments, GLP-1 users continue to frequent restaurants. A Circana study revealed that people taking GLP-1 medications still eat out, although they order fewer items and fewer sides, snacks, and breads. Instead, 63% of GLP-1 users are seeking more vegetables and 55% are looking for more fruit. This shift in consumer behavior is expected to grow, with Circana projecting that households with a GLP-1 user could account for 35% of all food and beverage units sold by 2030.

The protein trend is not limited to the United States; high-protein foods, beverages, and supplements generated more than $3 trillion in global retail sales in 2025, with a projected 11% increase from 2024 to 2029. GLP-1 users, older adults, and individuals engaged in resistance training are expected to sustain this demand. A 2026 study in Food Policy found that GLP-1 use increases consumers' willingness to pay for protein products, highlighting the importance of the protein sector in the evolving food industry.