Article

An American Food Culture: Rising and Thriving

November 20, 2011

By Mindy Armstrong, Insights Manager, FoodIQ 

With the holiday season approaching, it will be interesting to know how many Americans will be reaching for a new cookbook to plan their holiday feast or will add the latest Top Chef DVD-boxed set to their gift list. After all, Americans’ love of food and cooking continues to undeniably expand. According to Nielsen BookScan, which compiles statistics for the publishing industry, sales of “cooking/entertainment” books have jumped 4 percent in the U.S. this year. Although this indicates a rise in a “foodie culture,” what does it say about American food culture? Does this mean that we have one?

In a recent article in TIME, writer Josh Ozersky awakened this debate with chefs from around the country by suggesting we have yet to declare our culinary independence. Perhaps that is true. But isn’t America founded on beliefs brought from other societies? Even Henry Ford, as Chef Michael Schwartz of Michael’s Genuine in Miami reminded us in response to the TIME article, admits, “I invented nothing new. I simply assembled into a car the discoveries of other men behind whom were centuries of work.”

It could be argued that all food cultures—Italian, Greek, European, in general—were developed because of those who settled there and brought their culture with them. And, as they moved westward, more was learned and carried to the next spot. Ultimately, those influences landed in America, bringing with them a melting pot of flavors, ingredients, techniques and methods. Even Italian cuisine, with a rich culinary history that is traceable over the last 2000 years, was influenced by ancient Greek, ancient Roman, Jewish and Arab cuisines, which, in turn, influenced French Cuisine.

Many established cultures and traditions were drawn from what was obtainable and necessary for preservation. Even the first “American” meal, Thanksgiving, was full of English influence and presence, while indigenous ingredients—native birds and game, fish and shellfish, herbs, nuts, plums, melons, grapes, cranberries, leeks, wild onions, beans, Jerusalem artichokes, squash—were used because of access and availability.

Since that first Thanksgiving in 1621, we have been introduced to ingredients and flavors that we never could have known without modern travel opportunities and storage capabilities. Today, there are few ingredients that we cannot access or experience. This is evidenced across the U.S. on restaurant menus both on the independent front and at the chain level.

Although there is doubt in the establishment of a “food culture,” the reality is that American cuisine is very present on the menu. Mintel Menu Insights recently published their Top 10 Cuisine Types on Restaurant Menus featuring Traditional American at the top of the list—a 27% increase from Q2 2008–Q2 2011. American Regional Cuisine was also included with Southwestern and BBQ. And the reality is that when ordering Italian, Mexican and Chinese from the menu, consumers are most often experiencing Americanized versions of these cuisines. As we look to 2012, we can expect Asian influence to be more present than ever through modern takes on Thai cuisine and the growing occurrence of Indian street food on the menu.

Perhaps more than ever, our “food culture” can be captured by the recognition of a mindset that is driving our dining decisions. For example, in a recent panel discussion with a Midwestern American college-aged group, the question was posed, “What does one week of meals look like for you?” The response received was indicative of the options surrounding American consumers on a daily basis. With her eyes searching the ceiling as she recounted her week, she responded, “Halal, Mexican, Chinese, Italian/Pasta, Corn Dogs.” Expansive choice is just the American way.

In comparison to the established cultures of European and Asian societies, America is just getting started. With the growing interest in food and cooking as a consumer passion, we just might be starting to develop the path to recognition. Author Christopher Powell, a contributor to the launch of Williams-Sonoma, was quoted recently by The Christian Science Monitoras saying, “Food has become an entire lifestyle. It’s no longer just about preparation or consumption.”

While that path continues to be paved, we’ll remain content with the bounties of the melting pot, knowing that America’s culinary landscape was founded initially in our independence to explore. We’ll continue taking pride in blazing new trails, putting an unexpected spin on the expected and making something irrefutably ours. Imagination, creativity, experimentation, and limitless expression are all at the very core of the busiest restaurants around the country (including the rise of the gourmet food truck). This path to self-discovery is certainly one that’s worthy of celebration, and consumers will continue to get in line to experience the results.

Food IQ, excels at helping operators create food with impact. Food that starts with true insight into operators' business, its customers and its competition. Ideas with the culinary skill, experience and vision that help operators connect with their audience. For food that's truly relevant. Effective. Ownable. And smart.

Photo by Texasbubba.