Protein Is No Longer a Niche: Why Founders Table’s Bet on Protein Bar Signals the Next Phase of “Better-for-You” Food

 

The acquisition of Chicago-based Protein Bar & Kitchen by Founders Table—the parent company of Chopt Creative Salad Company and Dos Toros Taqueria—is not simply a portfolio expansion. It is a strategic acknowledgment that protein-forward, better-for-you food has moved from trend to structural demand in U.S. foodservice.

Protein has become the defining macronutrient of early 2026. In the first two weeks of the year alone, roughly 20 national chains—from Dunkin’ to Jack in the Box—introduced protein-enhanced menu items, underscoring how deeply this demand has penetrated both QSR and fast casual. When legacy indulgence brands begin reformulating menus around protein, the signal is unmistakable: consumer expectations have permanently shifted.

 

The Size of the “Better-for-You” Opportunity: Follow the Dollars

The “better-for-you” food ecosystem—encompassing high-protein, lower-sugar, functional, and clean-label offerings—now represents a $120+ billion annual U.S. food and beverage market, growing at 6–8% annually, outpacing conventional packaged and restaurant food growth. Within that:

·       High-protein food and beverages alone exceed $35 billion in annual U.S. sales

·       Protein shakes and RTD beverages are growing north of 10% year-over-year

·       More than 60% of Gen Z and Millennials actively seek protein-forward menu items at least weekly

·       Protein is now the #1 functional claim consumers associate with satiety, weight management, and energy—surpassing “low fat” and “low carb”

Founders Table CEO Nick Marsh’s focus on Protein Bar’s shake platform is particularly prescient. Shakes deliver:

·       Higher margins than bowls

·       Faster throughput

·       Daypart flexibility (breakfast, snack, post-workout)

·       Off-premise portability, critical as over 70% of restaurant occasions now involve takeout or delivery at least once per week

 

Three Documented Success Models in Protein-Forward Food

1.       Chopt Creative Salad Company
Chopt proved that customization + protein variety drives frequency. By offering multiple protein sources—animal, plant-based, and functional add-ins—Chopt generates higher average checks and repeat visits than legacy salad concepts.

2.       CorePower / Fairlife (RTD Protein)
In retail, CorePower demonstrated that protein is not just for athletes. By pairing clean taste with functional nutrition, the brand crossed into mainstream convenience, becoming a staple in c-stores, grocery, and foodservice grab-and-go.

3.       Sweetgreen’s Protein-Centric Menu Reset
Sweetgreen’s shift toward warm bowls and protein-forward builds stabilized traffic and increased dinner relevance—proving that protein drives occasion expansion, not just health halo.

Protein Bar & Kitchen fits squarely within this success blueprint—if executed correctly.

 

Three Real-World Failures That Offer Cautionary Lessons

1.       Pret A Manger’s Early U.S. Health Positioning
Pret leaned heavily into “natural” and “healthy” messaging without sufficiently localizing flavor, portion size, or protein density—resulting in underperformance outside urban cores.

2.       Protein-First Fast Casual Concepts with Narrow Menus
Several regional protein bowl chains failed by over-indexing on macros while under-delivering on craveability. Consumers want protein—but never at the expense of flavor.

3.       Plant-Only Protein Brands That Ignored Omnivores
Brands that positioned plant protein as a replacement rather than an option alienated flexitarian consumers. The fastest-growing segment today is protein variety, not exclusion.

 

Three Structural Difficulties Facing Protein Bar & the Category

1.       Protein Inflation and Supply Volatility
Whey, egg, and premium animal proteins remain cost-volatile. Margin management will require disciplined menu engineering and strategic sourcing.

2.       Menu Complexity vs. Speed
Protein customization increases perceived value but can slow throughput. Operational simplicity must be engineered without diluting choice.

3.       Differentiation in a Crowded Protein Landscape
With everyone selling “more protein,” brands must articulate why their protein matters—source, function, flavor, or format.

 

Why This Acquisition Matters

Founders Table now controls three complementary platforms:

·       Chopt: Customization and health credibility

·       Dos Toros: Flavor-forward protein indulgence

·       Protein Bar & Kitchen: Functional nutrition and beverage scalability

Together, they create a modular foodservice ecosystem aligned with how consumers actually eat in 2026: fragmented dayparts, blended health goals, and high expectations for both taste and function.

Protein is no longer a differentiator—it is a requirement. The winners will be those who make protein delicious, accessible, and operationally scalable.

 

Four Insights from the Grocerant Guru®

1.       Protein Is the New Menu Anchor
Carbs and fats are modifiers; protein now defines the core of menu architecture.

2.       Shakes Are the Trojan Horse
Protein beverages quietly deliver frequency, margin, and brand entry across dayparts.

3.       Flavor Still Wins
Consumers will forgive indulgence—but never bland “healthy” food.

4.       Better-for-You Is Now Table Stakes
The next competitive edge is personalized nutrition at speed, not health claims alone.

The Founders Table acquisition is not about salads or shakes—it is about owning the future of how America eats, one protein-forward decision at a time.

Are you ready for some fresh ideations? Do your food marketing ideas look more like yesterday than tomorrow? Interested in learning how our Grocerant Guru® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit: us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter