Heston Blumenthal, the Michelin-starred chef, has introduced a new menu at his Fat Duck restaurant in Bray, Berkshire, catering to diners on weight-loss drugs. The 'Mindful Experience' offers the same dishes as the standard 'Journey' menu but with portions reduced by 20-30%, and up to 50% in some cases, at a reduced price of £275 per head, £75 cheaper than the full menu.
The move reflects a growing trend driven by GLP-1 drugs such as Wegovy, Mounjaro and Saxenda, which suppress appetite. Blumenthal, who takes Mounjaro for weight gain caused by his bipolar medication, said the drugs could 'kill the restaurant industry' if people eat less. He noted that millions are already on these medications, and the impact on food consumption could escalate.
Industry data shows 37% of UK consumers prioritise weight loss, and 7% of adults (around 3.6 million) use these drugs. Analysts at Morgan Stanley estimate US consumption of fizzy drinks, baked goods and salty snacks could fall by up to 3% by 2035. Nestlé is developing higher-protein products for those eating less.
Consumer champion Martin Newman said hospitality businesses must adapt, noting US chains like Chipotle and Sweetgreen have expanded lighter menus, while UK restaurants and Deliveroo are making calories more visible. He argued that smaller portions could increase customer frequency and loyalty if aligned with health goals.
Blumenthal emphasised mindful eating as key to happiness, adding that the new menu is designed to provide the same flavour and theatre for less-hungry guests. He said the change is not bad for health and could be beneficial, but will affect alcohol, wine, food consumption and even supermarkets.
