Trending on the Menu June 2019 // Ethnic Food

salmon poke bowl istock

Consumers want to Story // 66 Going Global try new flavors. Harissa is the New Data // 70 By Erin McPherson By the Numbers

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More than half of all operators report Harissa, for example, is among the Group, 75 percent of adult consumers they are menuing more ethnic ingredi- fastest-growing ingredients in the indus- are interested in trying new foods, and ents than they were two years ago. One try. A North African chili paste made restaurant guests across age groups have way that chefs have successfully inte- with and , harissa has unprecedented adventurous palates. grated global flavors is by adding certain a versatile smoky taste that works well “Today’s consumers, especially millen- sauces to their menu, rather than whole in handheld foods, appetizers, and dips, nials and Gen Z, view food as an oppor- plates of ethnic fare. and pairs well with a variety of proteins. tunity for exploration,” Spondike says. “Sauces and serve as “There’s also quantifiable proof that “Increased multiculturalism continues a gateway for restaurants to intro- harissa produces financial gains,” Chhay to shape trends and menus toward eth- duce patrons to global cuisines in an says. “The sauce drives a higher price nic and ethnic-inspired cuisine.” approachable way,” Spondike says. “They point in each of the top items, includ- Because younger generations have are easy to execute and add a unique ing salads and sandwiches. Burgers fea- grown up eating more diverse foods twist to familiar foods, which gives din- turing harissa are typically priced 70 per- than their parents and grandparents, ers the confidence to step out of their cent higher than those without.” consumers born since 1980 tend to be comfort zone.” According to research from the NPD more accepting of new or different fla- vors—and in fact, will seek them out. “Younger consumers are driving much of the away-from-home consumption of ethnic foods,” Chaay says. “As the pop- ulation continues to diversify, that con- sumption will expand to include new cuisines, especially those with Asian, Latin American, and Mediterranean influences.” Another way that operators are attracting consumers is by menuing items such as street food across dayp- arts, which can help introduce new fla- vors through more familiar concepts, such as gyros, tacos, or falafel. “Gyros are being menued everywhere, from mom and pop shops to national chains,” Spondike says. “They can be offered as a traditional street food, or add ethnic flair to other dishes, such as a Greek breakfast skillet. A lot of suc- cessful restaurants are offering authen- tic street food, or at least fusing unique and similar flavors together.” Building dishes from familiar ingre- dients and then adding global flavors through the use of limited-time offers is a good strategy for menu innovation, and promotes easier acceptance by cus- tomers. But regardless of the format, it is essential for chefs and operators to embrace the ethnic foods trend in order to meet growing customer demands, and also to help drive traffic.

“Trying a new food is like any new ronos experience,” Chhay says. “If it’s positive,

customers will come back to order again ulinary / K and will also continue to explore new ustom C top: korean tacos. Bottom: Chicken al pastor flavors.” C

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Tajin A mexican blend made of , Dukkah A middle eastern blend of with chick- lime and . The seasoning can be described as spicy, peas and hazelnuts as the foundation although the ingre- savory, and tangy used to season fruit such as melon or dients can vary to include , , and mango as well as vegetables like jicama, carrots, cucum- seeds. According to datassential’s datassential haiku, a bers. According to datassential’s flavor database, tajin is machine learning platform, predicts to grow most popular with gen z and hispanic consumers. over 29% over the next four years.

Consumers Consumers Know It Have Tried It Know It Have Tried It 18% 10% 11% 4%

Menu example: Menu example: Chile Mango Margarita: Patron silver, ancho reyes chili Caramelized Cauliflower: Golden raisins, yogurt, hazel- liqeur, patron mango citronge, lime, mango, tajin. nut, dukkah . The Matador // portland, or Bramling Cross // seattle, wa

Menu Adoption Cycle: ethnic flavors

1. Inception Trends start here. Found in mostly fine- 3. Proliferation Proliferation-stage trends show up at dining and ethnic independents, Inception-stage casual and quick service restaurants. They are adjusted trends exemplify originality in flavor, preparation, and for mainstream appeal. Often combined with popu- presentation. lar applications (burgers, pastas, etc.), these trends have become familiar to many. 1. Shoyu 3. 2. 4. 1. Tzatziki 3. Chili Lime 2. 4. Thai Chili 2. Adoption Found at fast-casual and casual indepen- dents, Adoption-stage trends grow their base via lower price points and simpler prep methods. Still differenti- ated, these trends often feature premium and/or gen- erally authentic ingredients.

1. Tahini 3. Guajillo 4. Hoisin 2. Harissa Pepper

Hummus and

4. Ubiquity Ubiquity-stage trends are found every- where—these trends have reached maturity and can be found across all sectors of the food industry. Though often diluted by this point, their Inception-stage roots are still recognizable.

roasted carrots with 1. Teriyaki 3. Buttermilk tahini sauce 2. Guacamole 4. Marinara istock

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