Fogo de Chão Launches $45 Protein Plates on November 3

Fogo de Chão will sell its new Protein Plates starting at $45 when the premium dinner option launches November 3. Each plate carries 8 to 10 ounces of one fire-roasted cut, plus unlimited access to the Market Table and Brazilian sides. The chain claims up to 85 grams of protein per meal.

The move targets a specific check level. At $45, the plate sits below a full churrasco experience while keeping the all-you-can-eat sides that define the brand. It is menu engineering dressed as wellness, and the company has not disclosed margins, franchise participation or how many of its locations will run the item.

What is on the plate?

Guests choose one signature cut from a list that includes:

• Picanha
• Fraldinha
• Lamb picanha
• Double-cut pork chop
• Roasted chicken

Each meal adds continuous access to the seasonal Market Table, which offers plant-based proteins, charcuterie and a Mediterranean section with smoked salmon. Unlimited Brazilian sides — pão de queijo, crispy polenta, caramelized bananas — round out the offering.

CEO Barry McGowan framed the launch around value and demand. "Fogo has always been a leader in real protein, and today's guests want exactly that: high-quality, nutrient-dense food, fresh choices and exceptional value without compromising on flavor," he said. "Our new Protein Plates deliver real, nutrient-dense protein in one abundant meal."

Note what the statement does not say. There is no unit count, no pricing breakdown by cut, and no indication whether the $45 floor applies systemwide or varies by market. The company also did not say whether plates will run at lunch.

How is Fogo promoting the launch?

The chain is tying the debut to the New York City Marathon. A pop-up "Protein Bar" opens at 308 Amsterdam Avenue, between 74th and 75th streets, on Sunday, November 1, from 1 p.m. to 5 p.m. Visitors get free samples and a card for 20% off a Protein Plate at any Fogo de Chão in New York, valid from November 3.

On "Medal Monday," November 2, runners wearing their medals receive a free Protein Plate at participating New York City locations.

McGowan positioned the promotion against a competitor category, not a competitor restaurant. "The New York City Marathon brings together tens of thousands of athletes who know that performance starts with proper fueling," he said. "That's why we're inviting everyone to trade in their chalky protein bars for something real."

Does the nutrition claim hold up?

The 85-gram protein figure is a ceiling, not a promise. It assumes a full-size cut plus protein-dense choices at the Market Table and sides. A roasted chicken plate with lighter sides would land well below that number. Fogo did not publish per-item nutrition data with the announcement.

The comparison is straightforward: a typical packaged protein bar delivers 20 grams. Fogo is betting that some diners will pay $45 for four times that amount plus a seated meal.

The chain has not said whether Protein Plates will become permanent or run as a limited offer, and no sales targets were disclosed. Reservations and details are available at Fogo.com, and the November 3 launch will show whether the $45 price point pulls new traffic or simply trades down existing full-price guests.