Ethnic influences on the menu

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by Valerie Killifer * • 17 Jul 2007

Ethnic adventures are one of the top culinary trends influencing American restaurant menus. While Asian cuisine leads the way, new menu items offer a cornucopia — from Caribbean, South and Central American and African — of flavors.

From Cosi’s Wasabi Roast Beef to Au Bon Pain’s Thai Peanut Chicken and Motu’s Poisson Cru, ethnic flavors are coming from across the globe.

Suzy Badaracco, president and founder of Culinary Tides, said Asian cuisines began to penetrate the foodservice market 10 years ago, and only now are experiencing industry maturation.

“Ten years ago, Americans weren’t as educated on Asian flavors. They might know Chinese food, but now they know the difference between Thai, Korean, Chinese and Japanese,” Badaracco said. “Most interesting is not that they’re coming in, but they’re coming in with their own voice.”

According to the “Spices and Seasonings: Culinary Trend Mapping Report,” ethnic spices have become have become key tools in marketers’ flavor arsenals.

“Beyond salt and pepper, the spice market has now reached $1.2 billion, truly pointing to an awakening in the American palate,” said Kimberly Egan, managing director/partner at San Francisco’s Center for Culinary Development.

Unique and emerging spices include Peri-Peri peppers, African Ras El Hanout and Harissa, Star Anise, Saffron and Ancho Chile. Other emerging flavors include curry, saffron and exotic fruits.

"The popularity of ethnic cuisine will eventually distort what we think of as ‘traditional American’ flavors,” said Maria Caranfa, director of Mintel Menu Insights. “We have already seen Asian and Italian flavors, such as sesame and ginger, and sun-dried tomato and basil — that were once considered ethnic become mainstream flavors in American diets.”

While consumers appreciate different tastes, other factors also are driving the trend.

“Health principles and benefits are coming in with Asian foods,” Badaracco said. “The obesity epidemic pulls into that, too, because Japan doesn’t have the obesity epidemic that we do.”

South of the border

Broad culinary educations also have opened the door for ethnic flavors from south of the American border.

Well-traveled North Americans have brought Caribbean, Cuban and other Latin American flavors to the U. S. shores, although some were adopted faster than others.

“Because Caribbean cuisine in particular started with the elite and higher-end restaurants, menu items indicative of the region have been slow to integrate into the United States,” Badaracco said. “Meanwhile, South American flavors — because of affordable travel rates and the burgeoning wine industry — have integrated at a much faster pace.”
Ethnic-based restaurants such as Motu’s Tahitian Noni Café are one step closer to bringing island flavors to the U.S.

Motu’s menu includes sweet potato fries; Poisson Cru, an authentic fish dish from Tahiti; a Kalua Pork Quesadilla; Noni Poi Rolls; and a Salmon Pareo Wrap that includes coconut rice.

Motu’s, headquartered in Provo, Utah, was created around the use of the Tahitian Noni plant. The plant has a purple hue, which means Motu’s Noni Poi Rolls appear light purple.

Motu’s opened its first eatery in Japan in 2003 and now has 11 company-owned locations — three in Japan; two in Taiwan; one in Brazil; one in Germany; and four in the United States (Dallas, Atlanta, Provo, Utah, and Glendale, Ariz.).

“Motu’s is clearly themed so people are starting to recognize it as island food,” said Rich Anderson, the company’s marketing and communications manager. “We emphasize slow roasted pork and chicken and seafood. We’ve had some fun with the menu.”

Consumers can expect to see more island flavors showing up on fast casual and casual dining menus, although their entry points may differ.

“Japanese small plates are hitting the West Coast,” Badaracco said. “The Caribbean influence will hit Florida first and will travel up to New York. So, they sweep the country completely differently.”

Flavors served in the United States from around the globe also will be more authentic than in year’s past.

“When (Americans) go abroad, they want to eat local. They want to immerse themselves in the culture,” Badaracco said. “We used to Americanize food, but now Americans really don’t want that