FALL 2010
FLAVOR QUES from the
BIG THREE
By Kathy Hayden
New opportunities await operators whose menus take global flavors beyond basic Mediterranean, Latin and Asian fare
Could it be that the world is made of two kinds of people: those who are eager to cross culinary borders in their dining choices and others who are more comfortable sticking to familiar foods? At first glance, some new consumer data confirms this dichotomy, but a closer look shows there’s a lot of gray area between these two eating extremes.
Released in late August, a Culinary Visions panel survey conducted by Olson Communications of Chicago found that more than 50 percent of patrons in a casual-dining establishment are ready to try global flavors and new dishes. Another 40 percent like to try new dishes, even though they mostly stick to what is familiar (see Figure 1).
The panel comprised food-industry professionals and consumers exploring a vast range of culinary topics, from gender acceptance of global flavors to which types of ethnic-influenced foods consumers are more willing to try.
Recent Technomic research finds even more diners interested in new flavors; according to this Chicago-based research and consulting firm, 66 percent of consumers are willing to try new flavors. Spanish, Greek and Mediterranean lead the ethnic flavors they are most interested in trying, and these flavors have greater appeal among women. Next in appeal are Moroccan, Lebanese, Turkish, Persian and Ethiopian flavors, which have greater appeal among men (see Figure 2).
With all this consumer interest in trying new flavors, there are clear opportunities to incorporate more global elements into menus, but these studies also show that it’s important to be careful when it comes to changing old favorites.
