Healthy eating isn't just a trend — diners today are more focused on wellness and nutrition than ever before. In fact, half of Americans across age groups are trying to eat healthily. The growing number of nutrition-minded consumers seek out restaurants that can easily accommodate their preferences without sacrificing flavor.
Chefs and restaurants are rethinking their menus to cater to the rise of health-focused customers. From the rise of plant-based options to a growing demand for menu transparency, here are the healthy restaurant trends to be aware of to stay competitive and reach new customers.
What are healthy restaurant trends and why do they matter?
Modern diners are taking a more active interest in healthy dining. In turn, restaurants are designing balanced and nutritious menus that emphasize wellness, without compromising bold flavor. Here are the healthy restaurant trends you need to know about.
1. Sustainable kitchens
Younger consumers prefer sustainable businesses. Deloitte reports that 64% of Gen Zers and 63% of Millennials are willing to pay a premium for eco-conscious products and services — and that includes where and what they choose to dine. Sustainable kitchens aim to reduce their environmental impact in the following ways:
Maximizing ingredients
Using recyclable packaging and reusable takeout containers
Sustainable kitchens often incorporate a circular supply chain to reduce waste and prioritize the best ingredients. The Chicago restaurant Daisies is about as farm-to-table as it gets: lunch items like the chicken parm or portobello "smash" burger are made with ingredients sourced from the restaurant's own 30-acre farm. Check out more tips to make your restaurant more sustainable.
2. Alternative diets
Consumers today seek out businesses that accommodate a wider range of diets and preferences, including gluten-free, keto, paleo, vegan, and vegetarian. For example, fast-casual takeout chains like Sweetgreen and Chipotle let diners customize bowls packed with superfoods and nutritious ingredients, making healthy meals accessible that accommodate a range of preferences and restrictions.
3. Functional ingredients
The rise of functional ingredients that support digestion, cognition, and immunity signals a growing interest in merging wellness and nutrition. The market for functional ingredients is expected to hit $118.4 billion by 2026, according to Global Industry Analysts. More and more healthy restaurants are incorporating health-boosting ingredients to reach wellness-obsessed customers. In its cold-pressed juices, smoothies, and bowls, Pressed Juicery uses ingredients like turmeric for anti-inflammatory benefits and adaptogens like ashwagandha that help the body manage stress.
What are the key ingredients for crafting healthy menus?
Designing healthy menus isn't just about adding a couple of salads or smoothies to the mix — it's about creating a dining experience that makes nutritious options the focus. Here are the key elements to focus on:
Offer balanced portions
Rather than oversized portions, many diners today are all about balance — meals that leave them satisfied without a food coma. Restaurants are stepping up by offering right-sized portions that prioritize nutrition over excess. It's not only a win for waistlines but also for reducing food waste. According to the National Resources Defense Council, oversized portions contribute to food waste, where up to 40% of food in the US goes uneaten. Balanced servings help solve this while keeping diners happy — and might even boost profitability.
Be transparent
Consumers are extremely knowledgeable about nutrition, with 62% inspecting ingredient lists. People today expect restaurants to be transparent about ingredients and nutritional information, so they can make informed choices — beyond just the calorie count. For example, Lexington Bakes in Los Angeles is radically transparent about the ingredients used in its organic and fair-trade treats, listing all suppliers on the back of its label.
Ingredient transparency isn't about overwhelming diners with data, but about allowing them to make healthy choices easier. A clearly labeled, balanced menu can put diners at ease, helping to turn a one-time customer into a loyal regular.
Go plant-based
With more consumers exploring plant-based or vegan options, restaurants can appeal to this group by diversifying their menus. With 48% of American restaurants now offering plant-based options, according to the Plant Based Foods Association, diners have more choices than ever. The shift isn't just about catering to vegans or vegetarians; it's about appealing to flexitarians and anyone who wants to make healthier, eco-conscious choices. Fast-food giant Burger King made headlines with their Impossible Whopper, proving plant-based can thrive in the mainstream. On the higher end, Michelin three-star Eleven Madison Park in New York City pivoted to an entirely vegan menu in 2021, proving that plant-based cooking can be just as innovative and cutting-edge.
Strategies to market health-conscious restaurant menus
Once you've built a menu that aligns with healthy dining trends, it's time to market it. Here's how to get the word out:
Tell your story
Every great menu has a story, and health-conscious diners love hearing it. Why not share how your dishes come to life? On social media platforms, you can talk about your partnerships with local farms, your commitment to organic ingredients, or how your chef crafts meals to balance nutrition and flavor. These stories help build a deeper connection with your diners and show that your restaurant genuinely cares about wellness.
Social media is a great tool for visually telling your restaurant's story, engaging with loyal customers, and reaching new ones. Share vibrant photos of your colorful grain bowls or sizzling veggie stir-fries. Go behind the scenes with videos of your chef perfecting a dish or your team visiting a local supplier. Encourage customers to join the conversation by tagging your restaurant or using a fun hashtag. A little storytelling goes a long way in building excitement and attracting more diners.
Highlight healthy options
Let's be honest: no one wants to play detective with their menu. And highlighting healthy options is a simple, impactful way to improve the customer experience. In fact, according to a 2022 DoorDash US small restaurant owners study, adding menu item descriptions can have a long-term impact, increasing sales by up to 23% per month. Clear labels or symbols to identify gluten-free, vegan, or plant-based dishes make it easy for all diners to order what they want. Menu callouts also allow you to highlight nutritional benefits like “packed with protein" or “rich in antioxidants."
Incorporate seasonal dishes
Seasonal ingredients are your secret weapon for keeping things fresh and exciting. Not only do they bring vibrant, peak-flavor dishes to your menu, but they also show diners that you're in tune with nature's rhythms. Plus, customers love the novelty of limited-time offerings.
True Food Kitchen refreshes its menu each season to highlight what's fresh and available, offering dishes like a spring asparagus and pea risotto or a winter squash flatbread. The daily lunch special at Momofuku's Las Vegas outpost is a chef's seasonal menu — a creative and nutritious alternative to the gluttony of the strip.
Seasonal options also give you tons of marketing opportunities. Announce new items with bright photos on social media, or create a "seasonal spotlight" section on your menu. It's a simple way to keep diners coming back to see what's new — and make them feel like they're part of something special.
Steps to incorporate healthy restaurant trends
Making the switch to healthy dining doesn't have to be overwhelming. Here are some steps to ease into it:
1. Offer balanced menu options
Start small by adding a handful of balanced options to your menu alongside your existing offerings. These dishes should appeal to a wide range of customers, from health-conscious diners to those looking to try something new. Think nutrient-packed grain bowls, lean protein dishes, or fresh veggie-packed wraps. In Los Angeles, Sqirl's all-day breakfast menu blends indulgence and nutrition, offering a macro bowl and a vegan crispy rice bowl alongside richer options like fluffy pancakes or brioche toast with housemade jam.
By offering these choices, you're not alienating anyone — you're creating a menu that's inclusive and versatile. Balanced options not only satisfy health-focused diners but also encourage repeat visits, as customers feel your restaurant truly caters to their evolving needs.
2. Get creative in the kitchen
Healthy menus don't have to be boring. Encourage your chefs to experiment with new recipes and ingredient combinations that excite your customers. For inspiration, look no further than Le Basque, a Mediterranean restaurant in New York that elevates vegan food to new heights with creative flair, like plant-based versions of foie gras and escargot.
3. Listen to your customers
Ask for feedback to find out what your diners really want. Use surveys, comment cards, or social media polls to gather their input. This can help you refine your menu and make it even better.
4. Train your team
Make sure your staff knows all about the health benefits of your menu items. When they can confidently answer questions about ingredients, portion sizes, and preparation methods, it creates a better dining experience.
Stay on top of healthy restaurant trends with balanced menu options
The growing demand for healthier dining options is more than just a trend — it's shaping the future of dining. By incorporating healthy restaurant trends and designing a balanced menu, you can stay competitive and reach more diners.
Learn more ways to enhance your menu to attract even more customers and continue to boost sales.
