With its selection of roasted and skewered meats, Fogo de Chão has always had a protein-forward menu.
Now it’s making that even more explicit as consumers seek more protein in their diets.
On Nov. 3, the Brazilian steakhouse chain is launching Protein Plates. The meal comes with 8 to 10 ounces of one of Fogo’s fire-roasted meats, plus unlimited access to the Market Table and sides. It ranges in price from $45 to $49, depending on the market, or $36 at lunch.
Meat options include picanha (beef), fraldinha (beef), lamb picanha, double-cut pork chop, and roasted chicken. Other proteins, such as charcuterie and smoked salmon, can be found at the Market Table. Fogo says customers can get up to 85 grams of protein per Protein Plate.
“Our new Protein Plates deliver real, nutrient-dense protein in one abundant meal,” said Fogo CEO Barry McGowan in a statement. “It’s an accessible way to experience the bold flavors and generous abundance that make Fogo unique.”
Protein Plates will replace the virtually identical Single Churrasco Cut option on the menu. In an email, a Fogo spokesperson said the more straightforward name will make it easier for protein-seeking customers to find what they’re looking for.
It is also a less expensive option than Fogo’s signature Churrasco Experience, which comes with unlimited meat, plus the Market Table and sides. Pricing varies by market, ranging from $73 in Chicago to $81 in Los Angeles and $83 in New York City (all for dinner).
Protein Plates put a limit on the meat portion for a lower price. But with the potential for up to 85 grams of protein, diners can still get their macros. According to the latest federal guidelines, a 150-pound person should be consuming 80 to 110 grams of protein a day, per Stanford Medicine.
Fogo has celebrated the USDA’s recently revised dietary guidelines, which emphasize whole foods like the meat and vegetables that make up much of Fogo’s menu. At the ICR conference earlier this year, McGowan quipped that the new food pyramid should be called the Fogo Food Pyramid. The Protien Plates seem to play into that trend.
To promote them, Fogo is setting up shop at next month’s New York City Marathon. The brand will open a pop-up “Protein Bar” on Amsterdam Avenue on Nov. 1, the day of the race. Runners and onlookers will be able to get free samples and a card for 20% off a Protein Plate at any Fogo location in New York starting Nov. 3.
And on Nov. 2, known as Medal Monday, runners wearing their medals can also get a free Protein Plate at participating Fogos in New York City.
UPDATE: This story has been updated with additional details from Fogo de Chão.
