U.S. Secretary of Health and Human Services Robert F. Kennedy Jr. attends a briefing at the White House in Washington, D.C., U.S., January 7, 2026.
Kevin Lamarque | Reuters
New federal dietary recommendations have sparked mixed reactions from the embattled restaurant industry, as changing guidelines could encourage Americans to dine out less often or choose from a smaller pool of restaurants when they do leave home.
The Departments of Health and Human Services and Agriculture unveiled the nutrition guidelines on Wednesday. The recommendations, which are updated every five years, pushed for higher consumption of protein and full-fat dairy and reduced intake of processed foods and sugary drinks.
The guidelines are primarily a public health tool for federal agencies, health-care providers and nutrition experts, so it’s unclear how much they will influence individual consumer choices. Although the recommendations largely focus on eating at home, they lightly touched on the restaurant industry as well.
“When dining out, choose nutrient-dense options,” the guidelines advise.
While the recommendations could discourage Americans from spending at restaurants — especially at a time when high inflation has curbed trips to dine out — some pockets of the industry had a positive reaction to the changes. The changes could give a particular boost to struggling fast-casual chains like Sweetgreen and Chipotle, which have long touted the type of natural ingredients championed by HHS Secretary Robert F. Kennedy Jr.’s “Make American Healthy Again” movement.
One lobbying executive who represents restaurant companies, whose organization was involved in meetings with the White House on the new guidelines, said the outcome could have been “far worse” for the sector. The person, who declined to be named because their organization was involved in private discussions, said the end result was better for the industry than proposed guidance from earlier in 2025 was.
However, the executive said they are still concerned the guidelines could encourage Americans to eat at home when diners have affordable options to incorporate those foods at restaurants. That implication could also ruffle feathers among restaurant chains and their franchisees.
Despite those potential concerns from some, industry lobbying group the National Restaurant Association backed the new guidelines.
“Now, more than ever, restaurant operators are offering a wider variety of options, allowing consumers to choose what best fits their dietary needs, preferences, and lifestyles. We congratulate Secretary Kennedy and the Trump Administration on the release of the new guidelines and look forward to continued collaboration with policymakers to ensure that nutrition guidance remains practical, flexible, and supportive of access and innovation,” National Restaurant Association spokesman Sean Kennedy said in a statement to CNBC.
Restaurant franchise lobbyist the International Franchise Association, called the approach “nuanced” and said it may limit the number of price increases restaurants have to make.
“Fortunately, the more nuanced approach of these guidelines helps ensure our members will not have to raise prices and that consumers can continue to make their own choices,” the group said. “Any future regulations or guidance must keep potential cost increases top of mind, as restaurant owners already face numerous regulatory burdens and supply chain challenges, which most often disproportionately affect small business owners, like franchisees, and ultimately, American consumers.”
How fast casual could benefit
Some of the most supportive reactions came from chains that had been beaten down in 2025, including Chipotle and Sweetgreen. Both fast-casual names saw pullbacks from younger consumers who continue to struggle in a K-shaped economy, where spending has concentrated more among the highest earners.
Sweetgreen, which was the biggest restaurant sector laggard last year with a nearly 80% stock decline, cheered the new guidelines.
A spokesperson told CNBC in a statement: “We keep ultra-processed ingredients and added sugars out of our restaurants, source transparently from partners we know and trust, and cook our food from scratch. That is why we are excited to see the new Food Pyramid so clearly emphasizing whole, real, and unprocessed foods.”
Sweetgreen founder and CEO Jonathan Neman wrote on X, “The U.S. government is for the 1st time urging Americans to avoid highly processed food, added sugar, and refined carbohydrates. Today, the government finally told the American people the truth. Avoid highly processed food (which is 70% of a child’s diet). Avoid refined carbohydrates. CELEBRATE REAL FOOD… LFG!”
Chipotle will debut a High Protein Menu on Tuesday, December 23, with items ranging from 15 to 81 grams of protein per item.
Source: Chipotle Mexican Grill
Similarly, Chipotle, which recently debuted a high protein and GLP-1 friendly menu, told CNBC it has already catered to similar dietary guidelines.
“Our menu of real ingredients makes it easy to follow the new dietary guidelines that prioritize high-quality protein, healthy fats, fruits, vegetables, and whole grains—while limiting highly processed foods and refined carbohydrates,” Chipotle spokeswoman Laurie Schalow said in a statement. “With real food made from wholesome ingredients—without artificial colors, flavors, or preservatives—Chipotle offers choices that fit a balanced, modern approach to eating.”
The company’s stock was down nearly 40% in 2025, but some Wall Street analysts have pointed to it as a potential winner in the new GLP-1 landscape, where users of the drugs often opt for smaller portions with more protein.
Kennedy has spearheaded the MAHA platform, championing a diet based on whole foods to prevent chronic disease. At times, his beliefs, like his advocacy for beef tallow and encouragement of more red meat in diets, have run afoul of both public health experts and industry players, like McDonald’s.
Kennedy’s criticism of processed foods has put fast-food chains on the defensive, although President Donald Trump is a vocal and loyal fan, particularly of McDonald’s.
Source: https://www.cnbc.com/2026/01/08/rfk-jr-food-guidelines-chipotle-sweetgreen.html
