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Burger King is preparing for a future where weight loss medications like Ozempic could reshape the fast food industry, with the chain already testing new menu items aimed at customers eating fewer calories and seeking more protein.
Speaking to NBC’s Business in America, Burger King US and Canada president Tom Curtis said he believes the growing popularity of weight loss medications will eventually have a major impact on the industry, even if the effects have not yet appeared in the company’s sales.
“My impulse has always been that this GLP-1 movement is going to have a profound impact on the industry,” Curtis said.
“We haven’t seen it yet, so I keep telling the team, ‘Hey, we need to be prepared for this.'”
Burger King testing new menu items as Ozempic use grows
Curtis said Burger King has already started preparing by testing smaller and protein-focused menu options, including Whopper Bites and protein bowls.
The company is not looking to overhaul its menu, but instead wants to ensure it continues appealing to customers as eating habits evolve.
“What’s important for us is that we have all of the variety and innovation available in a smaller package,” Curtis said.
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The comments come as weight loss drugs continue to gain popularity across the US. A Gallup poll conducted in July found that 11% of US adults are currently taking a GLP-1 medication, nearly four times the share recorded two years earlier.
Recent research has also suggested the medications could affect demand for traditional fast food. An April survey by equity research firm William Blair found that 72% of 300 people taking Ozempic and similar medications said they were cutting back on hamburgers.
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JPMorgan has also projected that wider adoption of the drugs could reduce annual food and beverage industry revenue by between $30 billion and $55 billion as early as 2030.
Despite those forecasts, Curtis said Burger King’s current business has not yet been impacted, pointing to continued strength in Whopper sales.
He also said the company would avoid rapidly expanding its menu until consumer demand justified it.
“We need the demand there before we really complexify, if you will, the menu, because simplicity is king in the fast food business,” Curtis said.
Burger King’s preparations are part of its broader “Reclaim the Flame” turnaround strategy, which has included more than $2 billion invested in branding, restaurant remodels and menu improvements.
Earlier this year, the chain rolled out its first major Whopper upgrade in nearly a decade after customers complained the burgers arrived “smushed,” later confirming it was also revamping its chicken nuggets following similar feedback as part of its ongoing turnaround strategy.
