RFK Jr.’s new food guidelines could help Chipotle and Sweetgreen

New federal nutrition recommendations have sparked mixed reactions in the struggling restaurant industry; because the changing rules could encourage Americans to eat out less or choose from a smaller pool of restaurants when they leave home.

The Health and Human Services and Agriculture departments announced dietary guidelines Wednesday. The recommendations, updated every five years, encouraged consuming more protein and full-fat dairy products and reducing processed foods and sugary drinks.

Because the guidelines are primarily a public health tool for federal agencies, health care providers and nutritionists, it is unclear how much they will affect individual consumer preferences. While the recommendations largely focused on dining at home, they also touched lightly on the restaurant industry.

“When eating out, choose nutrient-dense options.” guidelines advice.

While the recommendations may deter Americans from spending at restaurants — especially at a time when high inflation has restricted dining out — some segments of the industry have responded positively to the changes. The changes could provide particular support to those struggling, such as fast-casual chains. sweet green And chipotlePromoting the types of natural ingredients long advocated by HHS Secretary Robert F. Kennedy Jr.’s “Make America Healthy Again” movement.

A lobby manager representing restaurant companies involved in meetings with the White House about the new guidelines said the outcome could be “much worse” for the industry. The end result is better than the guidance proposed for the industry at the beginning of 2025, said the person, who declined to be named because his organization is involved in private discussions.

But the executive said they are still concerned that the rules could encourage Americans to eat at home if customers have affordable options to include those foods in restaurants. This implication may also create uneasiness among restaurant chains and franchisees.

Despite potential concerns from some, industry lobby group the National Restaurant Association supported the new guidelines.

“Restaurant operators now offer more options than ever before, allowing consumers to choose what best suits their dietary needs, preferences and lifestyles. We congratulate Secretary Kennedy and the Trump Administration on the issuance of the new guidelines and look forward to continued collaboration with policymakers to ensure nutritional guidance remains practical, flexible, and supportive of access and innovation,” National Restaurant Association spokesman Sean Kennedy said in a statement to CNBC. he said.

Restaurant franchise lobbyist International Franchise Association called the approach “nuanced” and said it could limit the number of price increases restaurants have to make.

“Fortunately, the more nuanced approach of these rules helps ensure that our members do not have to increase prices and that consumers can continue to make their own choices,” the group said. “Any future regulations or guidance must keep potential cost increases in mind, as restaurant owners already face numerous regulatory burdens and supply chain challenges, and these challenges often disproportionately impact small business owners, such as franchisees, and ultimately American consumers.”

Some of the most supportive reactions came from chains collapsing in 2025. chipotle And sweet green. Both fast-casual names have seen a decline in younger consumers, who continue to struggle in the K-shaped economy where spending is concentrated among top earners.

Jonathan Neman, founder and CEO of Sweetgreen, wrote about X“For the first time, the U.S. government is urging Americans to avoid highly processed foods, added sugar, and refined carbohydrates. Today, the government finally told the American people the truth. Avoid highly processed foods (that’s 70% of a child’s diet). Avoid refined carbohydrates. CELEBRATE REAL FOOD… LFG!”

Similarly, Chipotle, which recently launched a high-protein and GLP-1-friendly menu, told CNBC that it already follows similar nutritional guidelines.

“Our menu of real ingredients makes it easy to meet new dietary guidelines that prioritize high-quality protein, healthy fats, fruits, vegetables and whole grains and limit highly processed foods and refined carbohydrates,” Chipotle spokeswoman Laurie Schalow said in a statement. he said. “With real food made from healthy ingredients without artificial colors, flavors or preservatives, Chipotle offers options that fit a balanced, modern approach to nutrition.”

The company’s shares have fallen nearly 40% in 2025, but some Wall Street analysts have pointed to it as a potential winner in the new GLP-1 environment, where drug users often opt for smaller portions with more protein.

Kennedy pioneered the MAHA platform, advocating a diet based on whole foods to prevent chronic disease. His beliefs, such as advocating beef fat and promoting more red meat in diets, have at times run afoul of both public health experts and industry players. McDonald’s.

Although President Donald Trump is a vocal and devoted fan of McDonald’s in particular, Kennedy’s criticism of processed foods put the fast food chains on the defensive.