Apparently, as a woman in my early 40s, I am supposed to be eating an absurd amount of protein.
I did not make this up. The internet told me so. Journalists told me so. Influencers told me so. My doctor told me so. My trusted friends told me so. And if you want to fact check me, Women’s Health breaks down how protein needs shift as we age, especially for muscle retention, metabolism, and overall energy. Once my digital footprint picked up on this little life stage of mine, there was no turning back.
Every targeted ad, article, meme, and influencer post now screams the same message: hit your protein goals or else!!
The memes are hilarious. The female influencers I follow share genuinely great recipes. And now, protein has become a weekly topic in my group chats. How much did you get today? What did you eat? Did you hit your number?
Call me influenced. I fully am.
I bought the Ninja Creami to make protein ice cream. (Thank you, Allison, for the recipes). I carry Catalina Crunch with me everywhere (Thank you, Lauren for the snack hack). Protein bars in my bag. Protein powders in my pantry. Protein snacks in my carry-on.
But here’s where it gets interesting. Restaurants are finally catching up. And this isn’t the first time.
If you were around during the Atkins era, remember how quickly menus shifted?!?! Suddenly everything was carb-aware. Buns disappeared. Lettuce wraps showed up overnight (and I’m still here for that btw). Restaurants adapted because customers demanded it. The New York Times wrote about chains watching carbs closely as early as 2004. Forbes later documented (by our friend Alecia Kelso before her Informa days!!!) how restaurants that leaned into health-conscious consumers fared better than those that ignored the shift.
Protein today feels like that moment again. Except this time, it’s not just about cutting something out. It’s about adding something in. More protein. On top of protein. And the beauty of it is how easy restaurants are making the decision for me.
I can start my day with a protein coffee from Starbucks or Dunkin. Side bar: I genuinely love the Starbucks vanilla protein foam and order it on the regular. (And yes, we even did a fun Sandwich Safari takeover tasting the protein before it went mainstream). For lunch, I am obsessed with Sweetgreen’s collaboration with Dr. Mark Hyman. It takes the guesswork out of macros, and better yet, I do not have to track anything in an app! If you are also remotely interested in longevity and health, Mark's podcast is also fantastic.
Then there’s Chipotle, quietly making one of the smartest protein power plays by adding protein snack cups. Simple. Portable. Extra grams without a full meal commitment. That’s not an accident. That’s listening to customers. And if you haven’t had a chance to hear our friend Scott Boatright talk about this directly, your missing out. Smart leaders make very smart decisions.
And this trend is not just women in their 40s or gym bros (tagging you in my fellow bro-ette Kelly!), although I proudly identify as both. Gen Z is fully on board. Gen Z is increasingly protein-obsessed, driven by social media, fitness culture, and wellness content. Protein is not a niche macro anymore. It’s mainstream.
Chefs see it too.
One of my favorite former NYC restaurants, The Meatball Shop, was co-founded by Michael Chernow, who has since launched Kreatures of Habit overnight oats. A protein-packed, healthy-on-the-road solution that I do not travel without. I have had these in my carry-on at conferences when airport food options were bleak. (Hint Hint: The lack of healthy dining options at airports might be another POZ for another day.)
We’ve also featured protein-forward CPG founders on our Foodfluencer series, including Jake Karls from Mid-Day Squares and Joe Rotondo from Smearcase, who turned cottage cheese into protein ice cream. Episodes dropping soon, no spoilers.
What I love most is that brands that were not originally protein-first are listening and adapting. Main Squeeze Juice Co., founded on a plant-based, dairy-free menu, added premium whey protein as an option. One drink can now hit up to 43 grams of protein. All I will say is… how can I open a Main Squeeze in NYC? (Looking at you, Jennifer).
This is where restaurants win.
Protein today is not just a steak on a plate. It’s foam. It’s oats. It’s smoothies. It’s snack cups. It’s easy decisions built into menus that meet guests exactly where they are. Which brings me back to the beginning.
I didn’t wake up one day obsessed with protein. I was nudged. Then influenced. Then supported by menus that made it easy to say yes. Restaurants that understand this moment are not just following a trend. They are reducing friction, increasing loyalty, and becoming part of their guests’ daily routines.
POV by POZ
If the last few years taught us anything, it’s that when consumer behavior shifts, restaurants that listen win. Protein is not a fad. It’s a signal. And right now, guests are telling us exactly what they want.
And since POZ always ends with a song, I’ll leave you with this one.
Cue up the song: “I like to move it” in your head:
🎶 I like my protein, protein
I like my protein, protein
From my coffee to my bowl
Gotta hit that protein goal 🎶
