When less becomes the new luxury

I wasn’t sure how to feel when I saw the news that Heston Blumenthal is launching a new menu for diners on weight-loss jabs. The “Mindful Experience” at The Fat Duck is set to be a lighter version of his famed Journey tasting menu (20-50% smaller), accompanied by a reduced price tag.

On one hand, this is classic Blumenthal: innovating, responding to change, nudging perceptions. On the other, it’s a signal – perhaps more than many in the restaurant business want to admit – that the ground is shifting under our feet.

Appetite Suppression and the New Reality

Let’s be clear: there is a rising demand in the UK (and beyond) from people using GLP-1 weight-loss drugs (Wegovy, Mounjaro, etc.), which suppress appetite. We’re not talking about a fad. Surveys suggest up to 7% of UK adults (millions of people) are using these medications, and many report ordering “considerably less” when dining out.

What’s more, much of the food they do order will remain untouched and be sent back to the kitchen – a stark addition to the escalating food waste crisis, with around a third of all food produced never being eaten.

Blumenthal has been open about his own experience taking one of these drugs, which gives him not just empathy, but a first-hand lens. It’s not just theoretical for him – but also, not without concern. He’s already forecasting that these shifts could impact not just fine dining, but every tier of the food & drink sector: from supermarket habits, to wine lists, to how many courses people want.

Is This a Trend or a Tipping Point?

I believe we are witnessing a tipping point rather than a mere trend. The intersection of medical science (weight-loss medications), shifting consumer attitudes to health, wellbeing, and sustainability, plus lingering economic pressures, means people are thinking much more carefully about what, how much, and how often they eat.

The hospitality industry has always adapted. Climate change, labour costs, covid, cost of living, supply chain issues – we’ve been through shocks before. But this feels different – because it involves diners themselves: their bodies, their health, and their sense of wellbeing. And that matters, because food has never just been about fuel. It has always been about connection, comfort, and indulgence.

When those fundamentals shift, the way we communicate about hospitality – its meaning, its value, its promise – has to shift too. PR and comms professionals will play a critical role in framing these changes. How do restaurants, hotels and brands continue to convey indulgence, luxury and experience when “less” becomes the new marker of status? How do they tell stories that resonate with an audience rethinking consumption itself?

Blumenthal’s experiment is more than a menu tweak. It’s a cultural signal. Those in hospitality – and those of us who help tell their stories – will need to be as creative as he is in reimagining what indulgence looks like in this new era.

The winners will be those who frame hospitality as mindful and modern, without losing the magic.

Helen Collingborn, Head of Food & Hospitality