• by Teresa Buyikian , July 23, 2026

Fiber and protein continue to be top of mind for almost 1/3 of restaurant customers, according to recent research.

Per foodservice data provider Technomic’s most-recent report, more than “three in 10 consumers report being more intentional about protein and fiber content in their orders over the past year.” This was found to be true for all dayparts across the board.

Customers are also increasingly interested in adding additional protein and fiber when dining out, but protein definitely takes the lead.  57% of respondents said they were most interested in adding protein to their entrees, compared with the 47% interested in adding fiber. In terms of side dishes, 49% considered adding protein, vs. 41% interested in more fiber. Consumers even consider adding more protein to appetizers (47%), with 40% wanting to increase fiber in the same pre-meal offerings.

The protein addition trend extends to beverages as well, with milkshakes leading protein-enhancement interest, followed by smoothies and fountain drinks, which “demonstrates consumer demand for protein additions across both indulgent and refreshing drink categories,” per the report.

The report also found that “visual appeal” is the top purchase driver when buying prepared foods, with more than 50% of customers saying “it is important to see the prepared foods they purchase being made in-store.” Respondents also said the location of the prepared foods shop as well as the smell of the food drove purchases, due to the “perceived reinforcement of freshness and taste.”

Beyond the visual, the report found that convenience also plays a key role in motivating prepared food purchases, with “made-to-order” and “grab-and-go meals” the most appealing (at 73% and 72%, respectively).

Technomic’s takeaway is that “while many consumers find grab-and-go convenience appealing, a similar number are looking for meals that deliver the experience of freshness without requiring them to prepare the food themselves.”