Brakes launches GLP-1 guidance for UK hospitality operators

By Rebecca Stone

Sixty-one percent of people using GLP-1 weight-loss drugs spend less when dining in restaurants, according to PwC data cited by Brakes.

That spending shift gives Brakes’ new guidance package a measurable commercial starting point. It is menu reengineering, not novelty.

What has Brakes launched?

Brakes, the food and drink wholesaler owned by Sysco GB, has launched a campaign for hospitality operators adjusting menus for GLP-1 medication users.

Its suite of resources includes practical menu guidance, branding direction and nutritional guidance. A new dedicated website section provides clear information about how these medications influence dietary patterns. It also gives caterers direction for building balanced, appealing options in response to reduced appetite, altered food preferences and greater demand for nutrient-dense meals.

Paul Hulyer, head of sector marketing at Brakes’ parent company Sysco GB, said: “GLP 1 medications are having a noticeable impact on how people eat, and caterers are telling us they need help understanding what this means for their menus.”

Hulyer described the programme as practical, evidence-based guidance for confident menu changes. He said operators need adjustments rather than entirely new menus. The stated aims are to support wellbeing, reduce waste and maintain satisfaction for hospitality businesses and customers alike.

What does this mean for operating economics?

Brakes identifies three menu levers: smaller portions, higher-protein options and nutrient-dense dishes.

Hulyer said: “Reduced appetite can lead to lower consumption and higher plate waste if menus aren’t aligned with changing needs. By offering smaller portions, higher protein options and nutrient dense dishes, caterers can support individuals using GLP-1 medications, while also managing spend, margin and sustainability.”

The commercial logic is straightforward. Lower consumption can reduce restaurant spending, while unchanged menus can leave more prepared food unsold. Brakes argues that better menu alignment can help operators manage spend, protect margin and reduce waste.

The announcement provides no product costs, labor percentages or margin benchmarks against which to test that proposition. That is less glamorous than a signature dish. It is also where spend and margin meet.

How large is the demand shift?

KAM Insight data show that up to 7% of UK adults, almost 4 million people, used GLP-1 weight-loss drugs in 2025. Mintel research found that a quarter of UK adults are interested in using them.

PwC reports that 61% of GLP-1 users spend less when dining in restaurants. Of those users, 28% order less alcohol and 26% order fewer desserts.

For caterers, those figures put alcohol and dessert attachment on the menu-engineering checklist. Brakes also links the trend to portion size, protein levels and nutrient density, taking the discussion beyond taste alone.

What comes next?

Brakes will continue expanding its GLP-1 resources over the coming months. Planned additions include training materials, menu-planning tools and sector-specific guidance for cafés, restaurants and workplace catering.

As Brakes adds training and planning tools, operators will gain a more practical basis for testing whether smaller portions can reduce waste while preserving satisfaction and margin.