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White Hutchinson Leisure & Learning Group, Kansas City, MO, USA

Fibermaxxing: The next menu opportunity for LBEs

Protein has dominated grocery store shelves and restaurant menus for several years. Now fiber is moving into the spotlight. Americans' interest in fiber has grown rapidly over the past year, with small increases in fiber intake turning into full-blown "fibermaxxing," which encourages people to add more fiber-rich foods to their diets, often through beans, whole grains, vegetables, fruits, nuts, and seeds. For location-based entertainment venues (LBEs), this trend is worth putting on the menu.

Dataessential says fiber is the new protein. The Dataessential January 2026 report found that consumers are increasing their fiber intake at nearly the same rate as protein. Over half of consumers (51%) say they are increasing their fiber intake, almost the same as the share saying they are increasing their protein intake (52%). 63% of restaurants are already offering high-fiber items.

This does not mean an LBE needs to replace burgers, pizza and wings with bowls of bran. The best opportunity is to add fiber to foods guests already crave. Add black beans, roasted corn and avocado to nachos. Offer a whole-grain crust or vegetable-forward toppings on pizza. Build a chicken and quinoa bowl with chickpeas and roasted vegetables. Add chia seeds, berries or oats to yogurt parfaits and smoothies. Even a hummus plate with vegetables and whole-grain pita can serve as a shareable appetizer.

Menu language matters. “Fibermaxxing” may attract younger, trend-aware guests, especially in social media posts or on limited-time offers. On the menu itself, terms such as “fiber-packed,” “wholesome,” and “satisfying” may have broader appeal. A small icon can make fiber-forward choices easy to find without overwhelming guests with nutrition jargon.

Operators should also resist turning “maxxing” into excess. The smart strategy is not to chase extremes but to offer guests more flavorful, balanced choices.

Fiber has become protein's new menu partner. LBEs that begin testing a few fiber-forward items now can stay ahead of shifting preferences while adding color, texture, perceived value, and variety to the guest experience.

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