Every food commercial, advertisement, and packaging in the US is currently protein obsessed. I just bought 3 burritos, and the most noticeable thing on the entire package is its protein content. TV commercials about waffles are advertising that they have X amount of protein per serving. The products in my jobsite's vending machine have protein all over every package.
One is that GLP-1 drugs work really well in curbing appetite to cause weight loss. However, part of that weight loss is muscle mass and that is causing some people on it to be concerned. A way of mitigating that is to eat more protein relative to your diet. The restaurant industry is trying to appeal to these new customers by creating high protein and small portion dishes.
Two is that there are more people who aren't on these drugs focusing on fitness, specifically lifting and muscle mass. To that that physique, you need to eat a lot of protein relative to the rest of your diet. So restaurants are trying to sell to these people as well.