America Goes Protein, Europe Goes Plant-Based: What It Means for Your Restaurant

Last week, something fascinating happened in the food world: the United States literally flipped its food pyramid upside down.

Secretary of Health Robert F. Kennedy Jr. unveiled new dietary guidelines that put protein at the top—yes, including a prominent steak—while Europe, and especially Italy, continues moving in the opposite direction toward plant-based eating and mindful drinking.

For restaurants operating in Prague and Milan, this divergence isn't just interesting—it's strategically crucial.

When America Flips the Pyramid

The new US guidelines represent what Kennedy calls "the most significant reset of federal nutrition policy in history." Protein now dominates the pyramid's largest section, with recommendations to include high-quality, nutrient-dense protein at every meal. Red meat, eggs, poultry, and seafood all get the spotlight, with a steak featured prominently in the new visual pyramid.

Even more striking? Kennedy declared they are "ending the war on saturated fats," with butter and beef tallow mentioned alongside olive oil as cooking options. The message is clear: animal proteins and full-fat dairy are back in favor.

The alcohol guidance also shifted. Dr. Mehmet Oz, now overseeing Medicare and Medicaid, called alcohol a "social lubricant" and suggested that while ideally people shouldn't drink it, small amounts in social settings are acceptable—with the memorable advice: "don't have it for breakfast."

Meanwhile, in Italy...

The Italian food landscape is heading in a strikingly different direction. As of 2024, 7.2% of Italians are vegetarian and 2.3% are vegan, with vegetarianism reaching its highest level in a decade. The Italian plant-based ingredients market is expected to grow from €171.93 million in 2024 to €269.01 million by 2032.

Italian restaurants are embracing legume-based pasta, chickpea hummus, and plant-forward versions of traditional dishes, with even classic pesto being infused with global flavors like miso or jalapeño. It's not a rejection of Italian tradition—it's an evolution of it.

And then there's the alcohol conversation. Italy just legalized the production of dealcoholized wines in December 2024, after years of resistance. The Italian market for no-low alcohol wines grew from €8 million in 2021 to €55 million in 2024, with 60% growth expected in 2025.

The philosophy? Drink less, but drink better. Reserve wine for special occasions and meaningful moments rather than routine consumption.

Why This Matters for Your Restaurant

If you're running a restaurant in Prague or Milan, you're sitting at the crossroads of this cultural divide. Your clientele likely includes:

• American tourists arriving with newly reinforced expectations about protein-forward meals and guilt-free butter

• Italian and European locals increasingly interested in plant-based options and mindful drinking

• International business travelers from various cultures, each with their own relationship to food

The winning strategy isn't choosing a side—it's understanding both.

Strategic Recommendations for Ho.re.ca. Operators

1. Build a Flexible Protein Strategy

Don't abandon your quality meat dishes—they'll resonate with American guests and carnivore locals. But also develop compelling plant-based options that feel authentically Italian, not like substitutes.

Think: creative stuffed pasta with lentil, mushroom, or squash fillings, or risottos that put vegetables at the center.

2. Master the "Quality Over Quantity" Narrative

Italian consumers increasingly cite health, ethics, and environmental protection as reasons for plant-based choices, with many embracing the philosophy of eating less but better. Position your menu around this concept: fewer dishes, higher quality ingredients, transparent sourcing. This appeals to both American wellness trends and European sustainability values.

3. Reimagine Your Wine Program

Italian dealcoholized wines have already found success in export markets like Germany, the UK, and the US, and Italy can now produce these wines domestically. Consider adding a small but thoughtfully curated selection of quality low-alcohol and dealcoholized wines. Frame them not as "less than" but as sophisticated choices for mindful drinkers.

Position these alongside your traditional wine list with equal respect. The goal is inclusion, not replacement.

4. Communication is Everything

Your menu language matters enormously. For protein dishes, emphasize provenance, quality, and traditional preparation methods. For plant-based options, focus on flavor, seasonality, and Italian culinary heritage—not health claims or trend-chasing.

Avoid moral positioning. Your menu shouldn't feel like it's taking sides in a cultural debate. It should feel abundant, welcoming, and rooted in great taste.

5. Train Your Staff on Both Narratives

Your servers need to navigate these cultural differences with finesse. When an American guest orders the bistecca, they should hear about the Chianina breed and dry-aging process. When a local requests the plant-based option, the response should be enthusiastic and knowledgeable, not apologetic.

The Bigger Picture

What we're witnessing isn't just about food guidelines—it's about fundamentally different philosophies toward eating, health, and pleasure. The US approach emphasizes individual nutrition optimization and metabolic health. The European approach emphasizes sustainability, ethics, and the social dimensions of eating well.

Italian cuisine, with its emphasis on sustainability, zero-waste cooking, locally sourced ingredients, and biodiversity, is naturally positioned to meet modern consumer demands. Traditional Italian cooking has always been plant-forward by necessity and design—pasta with vegetables, minestrone, legume dishes—even before it became trendy.

Your advantage as a restaurant in Prague or Milan is that you can honor both traditions. You can serve that perfect bistecca to delighted American guests while offering your Italian regulars innovative plant-based dishes that feel rooted in culinary tradition, not ideology.

The future of hospitality isn't about choosing between protein or plants, alcohol or abstinence. It's about creating spaces where different approaches to eating well can coexist—where a table of friends can share burrata, plant-based pasta, grilled fish, and a mix of regular and dealcoholized wines without anyone feeling judged or limited.

That's the kind of restaurant people remember. That's the kind of hospitality that transcends trends.

Want to talk about positioning your restaurant at the intersection of these global food trends? We'd love to help you craft communication strategies that speak to both markets. Reach out to the team at We Are Food.