RFK Jr.’s new meals tips may assist Chipotle and Sweetgreen

New federal dietary suggestions have sparked blended reactions from the embattled restaurant trade, as altering tips may encourage People to dine out much less usually or select from a smaller pool of eating places once they do depart house.

The Departments of Well being and Human Providers and Agriculture unveiled the vitamin tips on Wednesday. The suggestions, that are up to date each 5 years, pushed for larger consumption of protein and full-fat dairy and lowered consumption of processed meals and sugary drinks.

The rules are primarily a public well being device for federal companies, health-care suppliers and vitamin specialists, so it is unclear how a lot they may affect particular person client selections. Though the suggestions largely give attention to consuming at house, they calmly touched on the restaurant trade as nicely.

“When eating out, select nutrient-dense choices,” the tips advise.

Whereas the suggestions may discourage People from spending at eating places — particularly at a time when excessive inflation has curbed journeys to dine out — some pockets of the trade had a constructive response to the adjustments. The adjustments may give a specific increase to struggling fast-casual chains like Sweetgreen and Chipotle, which have lengthy touted the kind of pure components championed by HHS Secretary Robert F. Kennedy Jr.’s “Make American Wholesome Once more” motion.

One lobbying government who represents restaurant firms, whose group was concerned in conferences with the White Home on the brand new tips, stated the end result may have been “far worse” for the sector. The particular person, who declined to be named as a result of their group was concerned in non-public discussions, stated the top outcome was higher for the trade than proposed steering from earlier in 2025 was. 

Nonetheless, the chief stated they’re nonetheless involved the rules may encourage People to eat at house when diners have inexpensive choices to include these meals at eating places. That implication may additionally ruffle feathers amongst restaurant chains and their franchisees.

Regardless of these potential considerations from some, trade lobbying group the Nationwide Restaurant Affiliation backed the brand new tips.

“Now, greater than ever, restaurant operators are providing a greater variety of choices, permitting customers to decide on what most closely fits their dietary wants, preferences, and life. We congratulate Secretary Kennedy and the Trump Administration on the discharge of the brand new tips and look ahead to continued collaboration with policymakers to make sure that vitamin steering stays sensible, versatile, and supportive of entry and innovation,” Nationwide Restaurant Affiliation spokesman Sean Kennedy stated in a press release to CNBC. 

Restaurant franchise lobbyist the Worldwide Franchise Affiliation, referred to as the strategy “nuanced” and stated it might restrict the variety of value will increase eating places must make.

“Fortuitously, the extra nuanced strategy of those tips helps guarantee our members is not going to have to lift costs and that customers can proceed to make their very own selections,” the group stated. “Any future laws or steering should maintain potential value will increase prime of thoughts, as restaurant house owners already face quite a few regulatory burdens and provide chain challenges, which most frequently disproportionately have an effect on small enterprise house owners, like franchisees, and in the end, American customers.”

Among the most supportive reactions got here from chains that had been crushed down in 2025, together with Chipotle and Sweetgreen. Each fast-casual names noticed pullbacks from youthful customers who proceed to wrestle in a Okay-shaped financial system, the place spending has concentrated extra among the many highest earners.

Sweetgreen, which was the largest restaurant sector laggard final yr with a virtually 80% inventory decline, cheered the brand new tips.

A spokesperson advised CNBC in a press release: “We maintain ultra-processed components and added sugars out of our eating places, supply transparently from companions we all know and belief, and cook dinner our meals from scratch. That’s the reason we’re excited to see the brand new Meals Pyramid so clearly emphasizing complete, actual, and unprocessed meals.”

Sweetgreen founder and CEO Jonathan Neman wrote on X, “The U.S. authorities is for the first time urging People to keep away from extremely processed meals, added sugar, and refined carbohydrates. At this time, the federal government lastly advised the American folks the reality. Keep away from extremely processed meals (which is 70% of a kid’s food regimen). Keep away from refined carbohydrates.  CELEBRATE REAL FOOD… LFG!”

Equally, Chipotle, which not too long ago debuted a excessive protein and GLP-1 pleasant menu, advised CNBC it has already catered to related dietary tips.

“Our menu of actual components makes it simple to comply with the brand new dietary tips that prioritize high-quality protein, wholesome fat, fruits, greens, and complete grains—whereas limiting extremely processed meals and refined carbohydrates,” Chipotle spokeswoman Laurie Schalow stated in a press release. “With actual meals made out of healthful components—with out synthetic colours, flavors, or preservatives—Chipotle presents selections that match a balanced, fashionable strategy to consuming.”

The corporate’s inventory was down practically 40% in 2025, however some Wall Avenue analysts have pointed to it as a possible winner within the new GLP-1 panorama, the place customers of the medicine usually go for smaller parts with extra protein.

Kennedy has spearheaded the MAHA platform, championing a food regimen based mostly on complete meals to stop continual illness. At occasions, his beliefs, like his advocacy for beef tallow and encouragement of extra purple meat in diets, have run afoul of each public well being specialists and trade gamers, like McDonald’s.

Kennedy’s criticism of processed meals has put fast-food chains on the defensive, though President Donald Trump is a vocal and constant fan, significantly of McDonald’s.