LA eateries feel the strain as proteinmaxxing drives up demand and costs

Los Angeles diners are increasingly embracing the “proteinmaxxing” movement, loading grain bowls with multiple servings of chicken, steak or eggs to reach daily protein targets that some patrons set at 100-200 grams. The surge follows a federal increase in the recommended daily allowance for protein, announced by Secretary of Health and Human Services Robert F. Kennedy Jr., who proclaimed an end to the “war on protein.”

Restaurants such as Fountain Grains & Greens report protein sales up 300-400 percent, yet they have not adjusted menu prices and now face 15-25 percent higher costs for chicken and steak. Owner Arda Jooharian notes that supply-chain issues, including pricey fertilizer, have driven up farm expenses. Similar pressures affect Urban Comfort Foods, whose owner Jinell Singletary has switched beef suppliers and must negotiate harder for discounts. Influencers continue to promote high-protein meals on social media, while nutritionists warn that excessive intake may cause digestive problems and other health risks.