Back in the 1990s, the whole quick-service restaurant sector was swept up in a “supersizing” craze. Restaurants were giving you more bang for your buck with triple-decker burgers, mega-fries, and buckets of cola. It’s pretty amazing to think just how much things have changed since then.
The days of mega-sizing ended in the early aughts. Consumers have become increasingly health-conscious and restaurants have responded by offering healthier choices. But today, there’s something else happening. And it’s whatever the opposite of supersizing is. The new rule is go small or go home.
Consumers want smaller portions. They want more options. They want fast and easy, but they also want healthy and craveable. And your customers still expect to get their money’s worth. They want smaller portions but they also want value. So how can you thread that needle? And how can you do it while taking advantage of the benefits of smaller portion sizes for restaurants?
I’ll answer those questions with a few practical tips. But first, let’s see what the numbers say.
A 2024 survey from the Portion Balance Coalition found that half of consumers practice portion management and that these same consumers desire smaller portion sizes.
Evidence suggests that restaurants are aware of this desire. A recent article from QSR Magazine says that restaurant menus have already undergone a dramatic shift in response to current dining trends. A QSR survey found that 96% of restaurant menus now feature “snackable items.” These bite-sized options reflect a growing preference for menu items that are fast, easy, and “craveable.”
Based on these figures, it may make sense to add more bite-sized offerings to your own menu. But always approach changes to portions and prices with thought and care. There are ways to get on top of restaurant portion size trends while also enjoying the benefits of smaller portion sizes for restaurants.
The best way to find this balance is to understand what’s behind the growing focus on portion control in restaurants.
Obviously, restaurant portion size trends come and go. I already mentioned the supersizing craze of the ’90s. But there are a few good reasons to think that this move toward more small-portion offerings could be a long-term move. It all has to do with customer preferences and behavior.
Let’s take a closer look.
An article in Restaurant Dive notes that 1 in 8 Americans is currently taking GLP-1 medications for weight loss, diabetes, and other related conditions. Weight loss drugs like Ozempic, Monjaro, and Victoza are designed to suppress the appetite. Individuals who are prescribed these medications get full faster, have less of an appetite for alcohol, and tend to prefer lighter dishes.
In addition, muscle loss is a common side effect of GLP-1s. As a result, many people who have been prescribed these medications tend to prefer smaller portions that are high in muscle-building proteins and fibers. We’re clearly seeing this preference play out in today’s restaurant portion size trends.
A short while ago, we published a feature on the growing popularity of high-protein and high-fiber menu options. We found that 50% of surveyed consumers would actually be willing to switch to restaurants that offer more high-protein options.
In fact, NRN reports that 38% of survey respondents would be willing to pay a premium for protein-rich dishes. That means you can cut down on portion sizes — and potentially improve your margins — by creating smaller carb-lite or carb-free variations of your popular protein-based dishes.
Off-premises dining is one of the fastest growing segments of the restaurant industry and this is feeding directly into restaurant portion size trends. Consumers are turning to delivery, drive-thru, and takeout dining at a higher rate than ever before.
According to the National Restaurant Association’s 2025 report on Off-Premises Restaurant Trends, 47% of surveyed adults get takeout at least once a week, and 37% order delivery every week.
With the explosion in popularity of third-party delivery services like DoorDash, Uber Eats and Grubhub, delivery is no longer just for pizza shops. Restaurants of every kind are now expected to prepare and package food for takeout and delivery. For restaurants with menus designed for on-premises dining, this may require some adaptation.
As QSR Magazine points out, consumers expect delivery and takeout options that are fast, easy, and convenient. This, in turn, means restaurants need to offer items that not only travel well, but that are also relatively easy to prep, pack, and repeat with speed, efficiency, and consistency. Restaurants are meeting these expectations by creating more small, simple, snack-sized menu options for the delivery market.
Value is a major driver of consumer behavior right now, and this is contributing directly to smaller restaurant portion size trends. With food costs rising and high prices at the pump, consumers are looking for ways to save.
Restaurants that provide the option of smaller portions or half-sized orders at a lower price may be able to draw in customers that might otherwise be hesitant to spend for a meal out of the house.
An article in AP news offers the example of Daniel Girls Farmhouse Restaurant. The Connersville, Indiana restaurant responded to shifting restaurant portion size trends by creating a “mini meal” menu featuring smaller portion sizes at a cost of $8 per item. Today, the AP reports, this independent restaurant draws 20% of its sales from this menu.
The AP article notes that this strategy has been particularly effective in appealing to the restaurant’s older adult patrons, many of whom are both on GLP-1 medications and on a budget. One of the big benefits of smaller portion sizes for restaurants is that it gives you a way to offer value to your customers without hurting your margins.
Younger millennials and Gen Z consumers are increasingly likely to make health-conscious choices when ordering out. This means younger consumers are looking for smaller dishes. And once again, they’re looking for options that are higher in protein and fiber.
Not only that, but younger consumers are moving away from the traditional three-big-meals-a-day lifestyle. As the article from the AP notes, younger consumers are more likely to snack throughout the day while stopping for a few smaller meals along the way.
For restaurants, satisfying this demand means creating more snack-sized menu items. And to bring back an earlier point, it’s still all about craveability. The QSR Magazine article points out that diners may be more health-conscious but they’re still looking for craveable, bite-sized snacks. If you can create something small, simple, and absolutely delicious, you could have a high-margin hit on your hands.
When we talk about giving our customers value, it’s about more than just affordability. Your customers are looking for a memorable experience — something that makes it worth the admittedly high cost of going out to eat these days. As an article in Restaurant Dive notes, novelty remains a major driver of consumer behavior.
The article says that 25% of all consumers actively seek out new and unique flavors on a regular basis. That number goes up to 33% when you narrow it down to consumers ages 25 to 34. The point is that consumers want to try new things. However, that doesn’t mean they want to commit to a big expensive entree of new things.
Creating a menu that offers more options in smaller portions gives diners a chance to sample a number of different flavors without spending a fortune. Younger consumers are also trending toward more shareable plates, especially for add-ons like dessert.
Design your menu to match these expectations, and your customers will view your smaller menu options as part of a novel experience.
Of course, you can’t just leap into a bunch of menu changes without doing the math. The best way to benefit from the current restaurant portion size trends is to ensure that every change you make to your menu preserves or improves your profit margins.
The best way to do that will be a little different for every restaurant. But one thing we all have in common is that we can benefit from the right technology. There are all kinds of solutions available today to help you make smarter and more data-driven decisions about your menu, whether you’re looking for a simple recipe costing tool, an inventory management system, or an all-in-one operations management platform.
Not sure where to start? Reach out today for your free, personal consultation and I’ll work with you to figure out exactly what you need.