At the end of 2024, Toast surveyed the health-conscious diner. How many were out there? What was their most prominent age? And what were they looking for? Vegetarian? Mediterranean? Or food that supports the changes their bodies are going through on GLP-1 medication?
It’s not always easy keeping up with our guests’ current preferences. Let’s see what 850 U.S. adults had to say.
Over 50% Are Looking for Restaurants That Offer Healthier Options
That figure represents a big chunk of potential guests actively seeking healthier options. Does your menu provide the cuisine they’re looking for? If your brand appeals to the younger generation, known as Gen Z, that percentage rises significantly, with over 70% of people ages 20-29 prioritizing healthier options.
36% Will Pay Extra for Sustainably Sourced or Organic Meals
On average, over one-third are willing to pay more if your meal is sustainably sourced or organic. That percentage rose to almost 50% for those between 30-39.
The National Restaurant Association shared six tips on creating a more sustainable restaurant through choices in food and supplies. A few of their recommendations include using seasonal ingredients and incorporating more plant-based options. Vegetarian and vegan options are likely to appeal to those focused on sustainability.
According to research by the University of Oxford, as reported by The New York Times, a plant-based diet produces 75% less greenhouse gas emissions than someone who eats over 3.5 ounces of meat daily. They also found that a vegan diet, which excludes all animal products, resulted in significantly less harm to water, land, and biodiversity.”
Hyperlocal sourcing from farms embracing regenerative agriculture offers some of the more sustainable choices.
Over 40% Are Looking for High-Protein Meals
When Toast asked what healthier options diners sought, the answer was surprising. Only 12% reported wanting more plant-based options, while 43% were looking for high-protein. While this seems counterintuitive to the sustainable model, there is a way to incorporate the two.
Nutritionally dense plant-based proteins include tempeh, edamame, lentils, and chickpeas. Dishes incorporating mushrooms and legumes are growing in popularity.
Almost 20% of Those Age 30-39 Order Non-Alcoholic Beverages
Interestingly, over 30% of this same crowd choose restaurants specifically for their mocktail or nonalcoholic beverage program.
Nation’s Restaurant News quoted bartender Steven Marshall of Dirty Habit in San Francisco, “Mocktails have had a dramatic increase in popularity over the last year, and it’s a trend we continue to see grow. So many people have decided to forego alcohol for different reasons, but still want to partake in the various celebrations, festivities, and experiences that bring people to the bar.”
While this award-winning restaurant and bar includes over 640 whiskeys, it also caters to the mocktail crowd with selections like Golden Blossom Spritz, a combination of Osmanthus-Chrysanthemum Tea Syrup, Verjuice, the non-alcoholic spirit–Melati Fresh Botanical, and soda.
Appealing to the Health-Conscious Crowd
Forecasters anticipate the health-conscious consumer to only grow in numbers as the younger generations advance. When you look at Google’s “People Also Ask” section, you’ll notice the top question revolving around restaurants and healthier eating is “What is the healthiest meal at a restaurant?”
In 2024, Eat This Not That! comprised a list of the healthiest menu items at 30 restaurants.
- Chili’s Classic Sirloin with Avocado: This 6-ounce sirloin is served with grilled asparagus, pico, cilantro pesto, and avocado.
- Cheesecake Factory SkinnyLicious Chicken Soft Tacos: This meal consists of a vegetable salad and three soft tacos filled with chicken, avocado, cilantro, onions, and tomato.
- Applebee’s Blackened Cajun Salmon: Grilled salmon, steamed broccoli, and garlic mashed potatoes make this one of the healthiest offerings.
- PF Chang’s Steamed Buddah’s Feast: This steamed dish is rich in vegetables and includes tofu, garlic, mushrooms, green beans, cabbage, broccoli, and carrots.
As you can see, every restaurant has a different take on what constitutes healthy. A menu item rich in vegetables and protein seems to be the calling card to younger generations.
Appealing to this crowd requires attention to nutrients, major food groups, and social media content. If your younger guests experience a meal that combines sustainability with exceptional flavors, they’ll undoubtedly post, review, and influence countless others. By staying current on these platforms and promoting the healthier side of your menu, you can establish yourself as the place to go for a healthy bite and beverage.
