The proteinification trend is continuing to move beyond supplements and packaged goods, spreading steadily into mainstream food and dining. Brands across cereals, snacks, and beverages have reshaped familiar items with higher protein counts and leaner nutrition positioning. That shift is now reaching fast food, where balance, satiety, and functionality are becoming part of menu development, and it has now officially pulled in Shake Shack.
Shake Shack’s response comes through a curated, protein-forward menu built around customization rather than reinvention. The chain is highlighting lettuce-wrapped burgers, bunless options, and protein-focused builds that lean into beef, chicken, and eggs while keeping the carbohydrates to a minimum. One of the better examples would be the Lettuce Wrap Double SmokeShack, packing a sizeable 52g of protein and a light 5g of carbs.
Again, we saw a whole host of major companies get in on the proteinification trend, from consumer-packaged-good brands like Doritos and Honey Bunches Of Oats, as well as restaurants like Burger King and Chipotle. Shake Shack is doing it with modified versions of popular menu items, and the numbers look great, with the Lettuce Wrap Double Avocado Bacon Burger being another great example, with 51g of protein and 4g of carbs.
