Restaurant Portions Shrink: A New Standard for the U.S.?

As economic pressures and changing consumer expectations grow, the era of oversized restaurant portions in America may be ending. Rising costs and evolving eating habits are driving a shift toward more modest serving sizes. 

In Brief
Since the 1980s, American restaurant portions have significantly increased, contributing to public health issues. Now, economic, environmental, and demographic factors are encouraging a shift in the opposite direction. According to the 2024 National Restaurant Association report, over 75% of customers favor smaller, lower-priced portions. Chains like Subway and Burger King have already introduced lighter, flexible menu options. Supported by Georgetown researchers, the Portion Balance Coalition is collaborating with major chains to test smaller portion formats, signaling an industry-wide move toward more measured consumption. 

Analysis and Insights
Economic Pressure and Resource Optimization: With rising food costs, downsizing portions is essential for restaurateurs to protect margins while optimizing resources. This transition is crucial to minimizing waste and adapting offerings to new budget constraints. 
Strategic Repositioning: Historically, “value for money” was synonymous with large portions. However, reduced portions shift this focus toward perceived value based on quality. Younger generations, in particular, prioritize sustainability and ingredient quality over sheer quantity. 
Toward Flexible Offerings: With the rise of “snackification” and a preference for customizable options, offerings like “half portions” or shareable plates are increasingly valued. These options cater to a need for flexibility and align with current eating habits, especially among Millennials and Gen Z. 

In Europe, where moderation is culturally ingrained (e.g., in France and Italy), smaller portions can be a competitive advantage. Adopting a similar model in the U.S. could inspire a more balanced and sustainable approach to dining, particularly in urban areas where customers are open to these practices. 

Alice P