Weight loss jabs are changing how we eat – how should restaurants respond?

Weight loss medications such as Ozempic, Wegovy, and Mounjaro have grown in popularity over recent years, and now, they’re starting to influence how people eat out. 

These medications work as appetite suppressants, meaning that those taking them prefer smaller portion sizes, lighter options, and fewer meals throughout the day. As the jabs become more widespread, this is having a knock-on effect on cafés, restaurants, and pubs.

Large chains have recently spoken publicly about this impact, but the shift matters just as much for small and independent food businesses, many of which are already balancing rising costs and changing consumer expectations. The question is: does this pose an opportunity for small businesses, or is it just another hurdle for a sector that’s already under pressure?

What are weight loss jabs, and how are they changing eating habits?

Weight loss injections are technically called GLP-1 (glucagon-like peptide-1) medicines, which create a feeling of satiation without needing to eat as much. The drug is officially prescribed to manage type 2 diabetes, but in recent years, its ‘off-label’ use as a weight loss drug has gained momentum.

According to a study by UCL researchers, approximately 1.6 million adults in the UK used weight-loss drugs in 2025, with a further 3.3 million saying they’d be open to using them in future. In addition, jab use is twice as common in women as in men, and most commonly used by those aged 44 to 55, a core demographic for the hospitality industry.

This means that a growing number of UK consumers are developing a preference for smaller portions and lighter choices, instead of overly sugary, heavy foods. But this doesn’t mean that people have stopped eating full stop – just that they’re eating differently.

Why this matters for small food and hospitality businesses

At first glance, the growing use of weight loss injections may seem like another challenge for hospitality businesses already under pressure. Appetite suppression means some customers are ordering less, sharing more, or opting out of eating out altogether.

Hospitality chains have already taken note of the shift. Roisin Currie, CEO of Greggs, recently said there was “no doubt” that weight-loss drugs are influencing demand for smaller portions, with fewer customers craving stodgy sausage rolls.

There’s no denying that all of this lands at a difficult moment for the sector. Rising food costs, tight margins, and spend-averse customers mean that further changes to customers’ habits only pile more pressure on F&B businesses.

Understandably, you may worry that shrinking appetites will affect your profits. But there’s another way to look at it. Last week, LEON told the BBC that the rise of weight loss jabs could actually present an opportunity. Customers are gravitating towards lighter, higher-protein, or “plant-forward” dishes, which can prove cost-effective for businesses to provide, with smaller portions helping to reduce ingredient costs and cut waste.

How the hospitality industry can adapt to weight loss jabs

For small and independent businesses, the impact is likely to be nuanced. And when adapting your menu, there are practical steps you can take without having to fully diet-ify your offerings.

Varying your portion sizes is a good place to start. You could consider incorporating tapas-style small plates onto your menu, or offering half portions of your existing best sellers, which will allow you to stick with your core dishes and flavours while avoiding waste and appealing to smaller appetites.

If you don’t serve any dishes that could be considered light, health-led, or high-protein, such additions are certainly worth considering if they don’t compromise your brand’s ideology.

Of course, the key is to communicate the value of any menu changes you make clearly, so customers don’t simply perceive your new small portion options as shrinkflation.

Ultimately, this is about choice and flexibility. Businesses that adapt to suit evolving tastes could stand to attract and retain customers navigating a new relationship with food, while easing cost pressures at the same time.

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Planet of the Grapes founder Matt Harris has over 25 years of experience in hospitality. Read his bi-monthly column for Startups now.

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