What’s Driving the Small Plate Trend

One of the key trends this year is smaller plates and snacking. There are many factors driving this trend – from convenience and time constraints to social media influences, cost management and a consumer desire to sample multiple dishes and flavours. However, a little-known influence is the increased number of people taking weight loss drugs.

Around 2.5 million people in the UK are using drugs such as Ozempic, Mounjaro and Wegovy, also known as GLP-1 medications. This not only means they eat considerably less when dining out, but it also affects their social behaviour. Research from KAM reveals that people using GLP-1 medications go out less frequently (32%) with 57% more likely to reserve dining out for special occasions.

Katie Jenkins, marketing director, KAM, comments:

Katie Jenkins, marketing director, KAM, says “For operators, the risks are clear – lower average food spend per head, decline in high-margin alcohol sales and shorter dwell times as customers leave earlier. But there are opportunities too – premiumisation of smaller portions and growth in low, no and mid-strength alcohol and functional drinks.”

The retail sector is already responding with M&S introducing a “Nutrient Dense” range and Asda launching four Protein Power Pot ready meals.

Introducing the Mindful Experience

Capitalising on this burgeoning market, Heston Blumenthal’s restaurant The Fat Duck in Bray has already introduced a “Mindful Experience” which scales down their tasting menu. Otto’s in London has created a “small appetite” tasting menu, while Chipotle has introduced a new high protein menu including a “High Protein Cup” filled with pieces of steak or adobo chicken to meet demand.

Dr Sarah Schenker, registered dietitian and nutritionist, explains that GLP-1 medications not only drastically reduce appetites, but also slow digestion. “This has the effect of restaurant diners feeling full very quickly and unable to finish their plate.”

She suggests offering flexible portion sizes of half plates, tasting plates and lighter dishes made with easy to digest ingredients. “The focus should be on nutrient-dense ingredients such as lean proteins, vegetables and whole grains to ensure diners receive good nourishment even from smaller servings,” she adds.

“Items such as kimchi, sauerkraut, pickled vegetables, miso, kefir dressings or lightly fermented slaws will add flavour without heaviness and can be served in small, manageable portions,” she says. “Miso-based broths, fermented vegetable garnishes or yoghurt-based dressings can complement a dish while keeping it digestible and portion-appropriate.”

A Smarter Approach to Menus

The best option is to include smaller plates or lighter bites within the main menu rather than creating a separate one. Pippa Mason from Book A Party says “If you create a separate menu for smaller portions, it can sometimes make people feel awkward whereas having those items already built in the main menu allows customers to order what suits them without overthinking it. Offering smaller plates also helps prevent food waste as customers can order the right portion for them rather than leaving half their meal uneaten.”

With 3.3 million people expressing an interest in using weight loss drugs, according to a UCL study, the trend for smaller plates and high protein meals looks like it will continue for the foreseeable future.