Between the effects of the economy and changing consumer tastes, developing menus is no longer a “meat-and-potatoes” proposition, thanks in part to what proteins attract today’s restaurant-goers.
Let’s go back to 1976, when restaurant menus were simpler, as was the sections of available proteins, compared to 2026, with the range of available proteins far more extensive, giving restaurant kitchens and consumers more options—even when it comes to all-American comfort food and “traditional” dishes at white tablecloth restaurants. Fifty years ago, diners leaned toward steaks and prime rib, fried chicken, creamy chicken casseroles, pork and lamb chops and shrimp with a side of potatoes and whatever vegetable was in season. The “diet” plate of 1976? A naked hamburger patty with cottage cheese or green salad.
Every decade since the U.S. Bicentennial has brought something new to the table, making the 1976 diet plate a distant memory. A widening spectrum of proteins is taking center stage. Customers’ knowledge of what’s available has also broadened, between the availability of GLPs, awareness of which proteins have “nutrition dense” calories and changing perceptions of what constitutes real “value” when they go to a restaurant. This wide-ranging shift reflects the need for chefs and buyers to keep a pulse on what proteins sell best.
Ready for “Prime” Time?
“Dining out has become more of an experience,” affirmed Zach Warn, executive chef of Restaurants at Hilton Columbus Downtown. “Guests understand that premium proteins represent more than just the ingredient. They're paying for sourcing, culinary technique, hospitality, atmosphere, convenience, occasion...an experience that would be difficult or impossible to recreate at home. Transparency also matters. When guests understand the story behind a product, they're generally more comfortable with premium pricing.”
Five years ago, heavily portioned center-cut steaks and oversized protein-focused plates dominated many menus through “heritage” pork, lamb and poultry from respected producers allowed chefs to tell a story while delivering superior flavor and texture. Warn, however, said customers are now gravitating away from “commodity proteins lacking a compelling story,” and instead want to know how the animals raised and why they deserve a place on the menu. He and his fellow chefs are also getting increasingly creative in how they prepare proteins and becoming more conscientious about using the whole animal to offset waste and increasing costs.
“With the current economy, people are choosier with what they spend their money on,” said Jarrod Mainard, executive chef of The St. Anthony Hotel in San Antonio. He notes that short rib beef and other proteins considered “cheaper options made well” have lost some traction in recent years. Standard chicken has been replaced by free range, air-cooled poultry. “(People) may not go out as much, but they are more selective and want to make it count when they do, especially with quality, story and sustainability. This is true for seafood, as people are looking for sustainability and responsible sourcing...(especially) the more high-end options like Chilean Sea Bass, Halibut, or Ora King Salmon. (As we are in) Central Texas, we have great beef and when people come to Texas, they are looking to try beef.”
Chef Leo Davila of the St. Anthony Hotel’s Esencia & Anacacho Coffee & Cantina in San Antonio agrees it can be challenging to stir up excitement around proteins that do not have a clear identity.
“A plain-grilled chicken breast, oversized piece of salmon, or pork chop without a strong point of view don’t capture the imagination of customers the way they once did,” he said. “Five years ago, size alone could create value. A very large steak or oversized entrée back then made guests feel like they were getting their money’s worth. Today, people are more interested in flavor, quality and the overall experience of enjoying something they could not create at home.Scallops, redfish and other regional seafood, meanwhile, give us an opportunity to balance the richness of the menu.”
Origin ‘Story’ Time
“Terms like ‘heritage’ and ‘prestige’ can sometimes become overused or misunderstood, but when applied appropriately, they can be powerful storytelling tools,” stated Erik Keever, director of food and beverage at Wind Creek Chicago Southland. “‘Heritage’ speaks to ancestry, breeding, husbandry and farming practices, while ‘prestige’ reflects the refinement, craftsmanship and processing behind the finished product. The two are not always mutually inclusive, however and guests respond best when those terms are supported by authenticity rather than marketing alone.”
Denver-based restaurant group Shucking Good Hospitality’s Founder and President Sean Huggard shared the zeitgeist that “any protein you can't tell a story about” gets harder to sell every season. While recently-opened Mexican concept Ash and Agave continued to reflect its growth, he said success can also be tied to diminishing the myth that it’s impossible to have seafood restaurants built on freshness and authenticity in America’s heartland. Its own oyster farm on Long Island’s Great South Bay, among other select sources, has worked in its favor.
“Guests ask where the oyster came from, who grew it, how we prepare it and that's only going to intensify,” he explained. “Five years ago, richness sold a dish on its own, but now, if you can't say where a protein came from and why it's on your menu, it won't survive. (The definition of) ‘prestige’ also is quietly moving away from the name of the cut and toward the producer behind it. ‘Wagyu’ became a buzzword and buzzwords can get watered down fast. The future of prestige protein is the relationship and the craft, not the label and guests are sharp enough to know the difference.”
Joey Jurgielewicz, III, director of business development at the 93-year-old Joe Jurgielewicz & Son, Ltd., said duck’s image has transitioned from being “something mainly found in Asian and high-end restaurants” to a versatile protein that can be used in almost any cuisine, running the gamut from local ice cream shops to bar menus to award-winning restaurants like New York City’s Daniel. He added the company works with chefs across the country to develop innovative uses for duck in forms such as sausage, carnitas, pastrami, ground duck and duck sliders to help bring it into the mainstream beyond familiar forms like confit.
Quail is also gaining status as a “heritage” protein, according to Britanny Miller, owner of Manchester Farms in Columbia, S.C. and the second generation of an all-American family farm success story. She said her approach to marketing duck to restaurants (and their customers by extension) is to bring historic context to its story. For starters, the 80,000 birds sold weekly and over 30 million eggs produced annually are descended from a breed originated in ancient Egypt. Furthermore, quail has been an everyday staple protein in restaurants and households throughout the world for centuries, while the United States market is a final frontier even as families coming to America brought their food traditions. The shifting costs of other proteins and quail’s versatility, meanwhile, have helped it fly onto restaurant menus in different forms.
“Some people have a romantic memory of eating quail at an upscale restaurant and do you have romantic memories of eating a chicken dish?” she mused, adding it takes less time to cook than other poultry and is less a salmonella risk than chicken. “In the 80s and 90s, quail was more expensive than beef and lamb, but now these are triple quail’s cost. For professional chefs, quail now has a perceived value because some customers recognize it from past fine dining experiences or family gatherings. As it is more economical to source, restaurants can charge a premium price that may be half that of a wagyu, yet can make a restaurant more profitable and add excitement to the menu for customers wanting to try new things.”
Customers are also looking to lamb, between the influx of artisanal producers and demand for leaner meats with greater nutrition density. Purveyors like Aussie Select, based in Georgia, are also showing there’s more to lamb than familiar preparations such as rack of lamb, lamb lollypop appetizers and Middle Eastern preparations. According to CEO and Founder Jaclyn Oyola, lamb contains nine essential amino acids and is richer in healthy omega-3 fatty acids, vitamin B3 and conjugated linoleic acid. A three-ounce serving provides roughly 23 grams of protein, keeping one feeling full longer for weight management.
“Lamb is finally gaining traction as a protein alternative on menus, especially in the ‘cold cut’ category for sandwiches and trendy charcuterie boards,” said Nelson Millán, executive chef at Vaquero Club in Westlake, Texas, speaking on its versatility and its appeal to customers actively looking for healthier and filling options beyond beef products who may be on GLP1 prescriptions. “At lunch time, we have noticed that fewer burgers and more lamb sandwiches are sold and it has definitively gained popularity among our customers. Response has been very positive, yet it surprises me how it has become an unexpected popular alternative protein, whether it is in lamb pastrami and reuben sandwiches, build-your-own sandwich deli boards, or charcuterie plates.”
“Lamb has an incredible ability to adapt to different formats while maintaining its unique character,” agreed Saba Wahid Duffy, owner of Kush by Saba in Somerville, Mass. and Food Network personality, whose innovative use of lamb includes her “loaded potato chip stack” and elevated items for her charcuterie plate. “Menu differentiation is critical, especially in today's restaurant landscape. Guests have countless dining options, so you need to give them a reason to choose your restaurant. I look for ingredients that help tell a story and create a point of distinction. When a protein can support your identity, spark curiosity and deliver exceptional flavor, it earns its place on the menu.”
Hibbard acknowledged that while customers appreciate the expanding seafood diversity (including fresh barramundi from New Zealand, Gulf Coast grouper out of Baja Mexico or New England specialties like striped bass, black bass and hake), salmon and trout remain best-sellers. However, the old rule that one can't source great seafood inland is breaking down.“We're about as far from the ocean as it gets, but because we have our own hatchery on Long Island, product reaches us fast,” he said, calling the approach “dock-to-dish.” “As supply chains get tighter and smarter, geography matters less for what you can source. Denver diners are well-traveled and adventurous, so they'll order an octopus tostada in a town everybody assumes is just steak.”
Michelle Milz, executive sous chef at Signia by Hilton Diplomat Beach Resort in Hollywood, Fla., pointed out her customers gravitate toward locally sourced seafood even with steak widely available. “Guests want seafood specific to our south Florida location,” she said. “While premium beef remains the cornerstone of our menu, we continue to expand our seafood offerings, including the addition of local Everglades oysters. We're also focusing on seasonal seafood and vegetable-forward dishes to provide guests with lighter, regionally inspired alternatives to traditional steakhouse proteins.”
A Word (or Two) on Wagyu
Golan Haiem, founder and CEO of Destination Wagyu, a Los Angeles-based luxury meat delivery service, specializes in premium A5 Japanese and full blood Australian Wagyu. While prestige proteins are not going anywhere and restaurant clients will continue to serve meats customers are willing to pay extra for, his chef clients are broadening the ways wagyu can be used so a wider range of guests can enjoy it.
“A restaurant does not need to put a A5 wagyu steak on the menu to benefit from its prestige,” he said. “The smarter way to implement wagyu is to use it in formats where the guest can taste what differentiates wagyu from (other types of beef) and also be more strategic in (how it is used) through sliders, tartare and rice bowls instead of large portion steaks. Customers are looking for the story behind the beef. This is not just ‘steak.’ They want to know the breed, origin, grade and why it is ‘different’ than normal steak.”
“Wagyu lends itself to so many different ways that you can use it and as a meat producer and breeder, I try to make that message clear to our restaurant customers,” said Sheila Patinkin, founder and owner of Vermont Wagyu, whose high-profile clientele includes the Rosewood Miramar Beach Hotel in Montecito, Calif. and Twin Farms Resort in Vermont. “Many different cuts from our beef can be used partly because the wagyu is so much more marbled that it doesn't get tough as readily as conventional beef. You can use it all the way from the front end to the hind end and the hind quarter is typically much tougher in most beef breeds.”
Patinkin points to ‘the Denver,’ or the Zabuton (Japanese for “cushion”), a tender, marbled steak cut from the chuck (shoulder), that unlike its counterparts from other beef cows, can be used for brisket or chuck steaks that “eat more” like a premium wagyu cut. “While wagyu arrived in the U.S. in the mid 1990s, it is now the fastest growing category is the prime sector,” she continues. “It is growing to be about 10 percent whereas 10 years ago, it was only 4 percent of all beef available to consumers.”
Chef Leo Davila, Mainard’s colleague at San Antonio’s St. Anthony Hotel, leading Esencia and Anacacho Coffee & Cantina, said that wagyu should not be added to a menu simply because the word sounds luxurious, as cut, marbling, source and cooking method also need to justify the price.
“Wagyu works because it connects to the Texas ranching story while allowing us to present familiar San Antonio flavors in a more refined way,” he explained. “Whether it is short rib with mole, carne asada with heirloom tortillas, or a carefully-prepared steak, the product must still feel soulful. Luxury without a connection to the guest does not mean much. When we source them responsibly and explain their story correctly, so guests understand why they are special. My responsibility as a chef is to respect and use every part of it thoughtfully, not hide it under unnecessary ingredients.”
When Less is More
Izzy Kharasch, consultant and founder of Hospitality Works, applies his own three decades in the industry when advising his nearly 700 bar, restaurant and hotel clients on adapting to economic changes and fluctuating customer tastes to stay profitable without compromising quality or customer expectations. While staple beef proteins such as filet and New York strip are going up substantially in price, smaller portions can make a big impact in times where customers are not only considering their wallet but also portion size and health.
Pivots he recommends include offering the beef filet as brochettes or as four-oz steaks served with shrimp or a small lobster tail to provide guests the satisfaction of treating themselves, but in a less expensive way. As consumers are less willing to pay more that $125 for a six-oz. cut, a good compromise for some restaurants is to offer wagyu as a burger. Some restaurants were advised to take the highest-cost steaks off the menu and replace them with less expensive beef cuts. Although other proteins like pork have gone up in price, they remain comparatively affordable and lend themselves to upscale presentations that are far more affordable.
The way changes like this are communicated to customers, however, should also be taken into consideration. “As operators, we not only need to educate our guests and clients, but we must also be creative in how we communicate change,” said Keever. “If a protein becomes cost-prohibitive or supply is inconsistent, we adjust our menus accordingly and allow the market to dictate our offerings. In many cases, the best solution is to temporarily remove a dish until quality and availability return to acceptable levels. We shouldn't have to defend those decisions, but we should always be prepared to explain them and guide guests toward alternatives they will enjoy.”
Mainard acknowledged that menu changes have always been a key part of running a restaurant, though changing things up can also make things as exciting for the guest. A shortage or price spike can inspire creativity leading to a pivot into a new dish that will help the establishment put a stamp on the culinary world. Huggard, meanwhile, cited other money-saving strategies that will not affect a dish’s final presentation or flavor--using the entire animal.
“We work with our seafood vendors to find those willing to sell things that aren't pristine and can't go to the grocery stores,” he explained. “If we bring in a beautiful whole ahi tuna, we are ultimately creating several dishes from it, from a main center-of-the-plate protein to tartares or filling for sushi rolls. We could buy whole shrimp, but would probably end up cutting them into smaller pieces for certain dishes. Even if something happened (to the shrimp) during harvesting or packaging, if it is of the same quality, it will still work. Same with certain cuts of meat or fish. Although there is no such thing as a ‘cheap’ protein and our customers are willing to pay for the best quality proteins, we can find the right proteins that are that are off cuts.”
Like Huggard, Mauricio López, executive chef at Hilton Los Cabos, also advises working closely with suppliers to adapt to changing market conditions. While premium and prestige proteins can add value and excitement to menus in certain restaurants, he stressed a buyer or chef should focus on proteins that make sense within the concept or experiential value proposition of a restaurant.
“If a product becomes unavailable or cost-prohibitive, we source a high-quality alternative that maintains the integrity of the dish while delivering the same flavor, presentation and value our guests expect through technique, presentation and complementary flavors,” he said. “Instead of using a ribeye, we may choose a different cut and pair it with ingredients such as mole, truffle, or other flavor-enhancing elements that create a comparable level of enjoyment. Sustainability and circular cooking also play an important role in our approach. We strive for minimal waste, repurposing ingredients thoughtfully and maximizing flavor while respecting resources.”
“When supply becomes constrained, we focus on finding alternatives that deliver a similar guest experience rather than simply substituting ingredients,” Warn said, in keeping with this idea. “If a premium cut of beef becomes unavailable, we may feature a lesser-known cut with exceptional marbling and flavor. If a seafood species becomes cost-prohibitive, we look for alternatives with similar texture and cooking characteristics.”
The Skinny on GLP-1s, Meat Substitutes and Other Trends
Proteins perceived as indulgent or trendy a few years ago (short ribs, pork belly and oversized steak) are losing some popularity. However, the desire for satisfying flavor and sophistication is as strong as ever. “Guests (are) looking for more variety, cleaner flavors and greater flexibility in portion size,” said Keever. “Leaner cuts of beef, seafood and minimally-processed or naturally-occurring plant-based proteins continue to gain traction because they better align with today’s high-protein/lower-carbohydrate lifestyles.”
Hibbard notes that the primary impact of GLP-1s is that it has decreased customers’ appetites, resulting in ordering and eating less. “Weight-loss medications have genuinely changed how America eats and many restaurants haven't caught up to it yet,” he said. “People want smaller portions, more protein, lighter cooking and it is not a fad that will reverse course. Going forward, I think you'll see restaurant management rethinking portion size and format around this.”
Kharasch, meanwhile, confirms GLP-1s and other weight loss trends are on the radar for many of his restaurant clients. While consumers’s embrace of dining healthy does not affect what proteins are purchased, he recognizes his clients’ customers are pivoting to smaller portion options and away from fat or carbohydrate-heavy sides in favor of high-fiber vegetables such as peas, lentils, broccoli and carrots.
“While I have read that plant-based products are not selling as well as expected (in restaurants), some of my clients have added things (made from) jackfruit meat substitutes,” Kharasch said. “Jackfruit is popular because it picks up the flavor of the seasonings so well. I have found that many of my steak eating clients are trying plant based burgers.”
Beyond that, however, there is a consensus that plant-based meat substitutes are tracking less with customers than mushrooms and other naturally nutritious vegetables that can readily take the place of processed meat-mimic products that have “had their moment,” as Huggard put it.
“The real future of alternative protein, at least for how our restaurants cook, is treating a vegetable like the main event instead of a substitute, cooked with the same care,” he said. “We're already there with our roasted mushroom birria, coal-roasted vegetable tacos and sweet potato enchiladas with cashew crema and that's where I'm putting energy into fall and winter. I'd bet on wood-fired vegetables becoming a center-of-plate category in their own right.”
“While you still see (ultra-processed alternative meats), they are certainly losing steam as more ‘whole’ foods take their place,” agreed Ali Rohrbacher, culinary director at Ofland Hotels, a boutique outdoor resort and hospitality developer in Las Vegas. She cites popular additions like a chili lentil-stuffed roasted portobello mushroom set for two and a “Vegan Buddha Bowl” menu she said appeals to West Coast guests.
“We had previously been sourcing Beyond bratwurst, but demand was not there and we wanted to bring in something that felt more substantial and intentional,” she explains. “We've seen a great response to our current meat alternatives (beans, tofu and craft tempeh), and I absolutely think these plant-based proteins are becoming more widely accepted across the board. Omnivores as well as vegetarians and vegans are looking for substantial whole food options and I think these higher fiber, lower saturated fat plant-based options are a great way to diversify any diet.”
Warn said his omnivore guests are ordering plant-forward dishes simply because they sound delicious, not necessarily because they're vegetarian, supporting fitness and wellness goals while still feeling indulgent.“The most successful plant-based dishes are those designed around flavor, texture and seasonality rather than attempting to replicate meat,” he said. “We're exploring dishes that deliver texture, depth and satisfaction without pretending to be beef or chicken. Seafood alternatives and plant-based proteins will likely continue to grow, but the strongest opportunities appear to be in dishes that are naturally plant-forward rather than heavily processed.”
David Nvodjo, executive chef at Lady Madison at Le Meridien in Washington D.C., not only sparks curiosity with flavor profiles and seasonings from his Ghanian background, but recipes that satisfy diners’ sense of adventure even among some of the more traditionally-inspired white tablecloth restaurant dishes. His tofu-asparagus cake with a red pepper coulis is a prime example of a “discovery dish” that appeals to omnivores and vegetarians alike.
Although Esencia and Anacacho patrons are looking for food that is nutrient-dense rather than simply low-calorie, Davila reassures them that they are not becoming “diet restaurants.” He addressed the shift by offering a smaller portion of exceptional beef or seafood paired with vegetables and bright sauces and breakfast items (eggs, yogurt, chicken or plant-forward) that provide substance but are not overly heavy. Mainard, meanwhile, said the teams are exploring alternative proteins for Esencia and Anacacho’s fall and winter menus made from plants, fungi and fermentation (i.e. mycelium-based products, improved plant-based meats and animal-free dairy or egg ingredients. However, both chefs agree that alternative proteins still must fit the restaurants’ identity, with their bold Mexican and Chinese flavors.
Hilton Los Cabos’s López said his culinary teams are driven by local sourcing and seasonality, working closely with suppliers to let the freshest available ingredients guide menu creation. He has also noticed a growing preference for seafood based on wellness and lighter dining options. “At Talavera Restaurant, we incorporate protein-rich smoothies and nutrient-dense ingredients, he said. “Across our restaurants, we make extensive use of superfoods such as turmeric, ginger, spirulina, flaxseed, quinoa and other nutrient-rich ingredients (to elevate proteins).”
One thing that stays the same even as times change is that proteins remain the focal point of every successful dish. This is why staying tuned in to which ones are favor can make or break a menu. “As a chef, we used to have five to seven bites to win you over, now diners are more conscious of each bite,” said Davila. “Nevertheless, I welcome the challenge of now having to win the guest over in one or two bites.”