Heston Blumenthal has introduced a new menu at his three-Michelin-starred Fat Duck restaurant in Bray, Berkshire, designed for diners taking weight-loss drugs such as Wegovy and Mounjaro. The 'Mindful Experience' offers the same dishes as the standard 'Journey' menu, including the Nitro-Poached Aperitif and Crab and Passionfruit 99', but with portion sizes reduced by 20-30% and up to 50% in some cases. Priced at £275 per head, it is £75 cheaper than the full menu.
Blumenthal, who takes Mounjaro to manage weight gain from his bipolar medication, said the drugs made him question the restaurant industry's future. 'What struck me was the feeling of not being hungry. I still wanted to eat, but I didn't feel that drive. It made me think – this is going to kill the restaurant industry,' he told the Guardian. He added that the shift could affect alcohol, food consumption, and even airlines, and noted that 'millions of people are on these drugs.'
Industry data suggests a growing trend: 37% of UK consumers now prioritise weight loss, and 7% of adults (about 3.6 million) have used GLP-1 drugs. Analysts at Morgan Stanley estimate fizzy drink, baked goods, and salty snack consumption in the US could fall by up to 3% by 2035. Nestlé is developing higher-protein products for those eating less, while UK restaurant groups are expanding 'lighter choice' menus and delivery platforms like Deliveroo are highlighting calorie and protein information.
Consumer champion Martin Newman said the drugs represent a 'lifestyle change, not a fad', and that eating out must adapt. He warned operators not to worry about lower spend per head, as aligning with health goals could boost frequency and loyalty. 'If you can align eating out with people's health goals, you'll increase frequency and protect loyalty,' he said.
Blumenthal, known for his scientific approach to food, said his 'Mindful Experience' reflects a broader shift. 'For more than a decade I've been saying that mindful eating is one of the keys to happiness and mental health,' he said, adding that the principle can apply beyond fine dining to simple meals.
