Article

Commentary: Telling your story through flavors

Capture your customers' imagination in the first bite.

August 21, 2011

By Mindy Armstrong, insights & account manager at Food IQ

I recently attended the Flavor Experience, sponsored by Flavor & The Menu magazine, in Newport Beach, Calif., and was thrilled when Roy Choi of Kogi jumped on the stage and talked to us about his flavor and what he sees happening every night on the streets. I became so excited to hear him say this: "You have a short moment to capture a person's imagination. Capture it with the first bite. Grab them by the lapels and say 'I love you.' From there, they can understand your story."

He reminded us that we, as an industry, need to tell our story. And for us, that story starts with flavor. I decided then and there that my goal would be to bring back a deeper understanding of where flavor is going and insights into the future significance of flavor in relationship to menu development.

I listened closely for these nuggets throughout each session, a pen in one hand, a recorder on the table, ready to capture everything I heard. But surprisingly, there was one theme that represented itself over and over: conventional ingredients presented in a unique way drives unexpected flavor. The magic is in the combination. Even Choi reiterated this truth by demonstrating that his signature creations start with a simple base that is layered with interesting combinations. This is the moment a new complex flavor profile is born.

As you dine out or surf the web, you see evidence of this. Salt, as an example — one of the first recorded seasonings in our history, the foundation for modern food preservation, a historically traded good that has over 14,000 uses — saw an increase of 144 percent in menu mentions since 2005. But, salt didn't stand alone. It was in combination with ice cream and caramel that it first caught our eye. And it pushed further with variations of salt appearing on the menu as flake salt, sea salt and lemon maldon salt. Salt is topping trend lists even today.

Citrus is following a similar path. With a recorded start in Southeast Asia around 4000 BC, it's been around the block a few times. But now, in 2011, it has experienced a swift growth of 222 percent on menus. Strawberry Citrus Fizz at Old Spaghetti Factory, Calamari with Citrus Chili Vinaigrette at Chart House, Citrus Brown Butter Sauce at Charlie Brown's Steakhouse and Garlic Herb Shrimp Tacos with Habanero Citrus Salsa at Rubio's Fresh Mexican Grill are just a few that are in market today.

On the independent front, Blood Oranges are being seen more and more: featured as a frozen yogurt flavor, in sorbet, in beverages and as an ingredient in salsas and marinades. Yuzu, a Japanese citrus fruit and a staple in Japanese kitchens, has a strong hold on menus due to versatility and bright flavor profile. And lemonade is bigger than ever with basil lemonade soju slushies at Momofuku Noodle Bar in NYC, mango lemonade at a Rickshaw Dumpling truck, and rosemary-lavender vodka lemonade at Root Down in Denver.

The same growth has been seen with several other ancient spices and ingredients, including pepper, chocolate, chiles, balsamic and coriander. This realization that conventional ingredients are laying the groundwork to the next wave of flavor leads me to a simple proposition that begins with pantry exploration. But, maybe it's someone else's pantry. Ancient cultures brought these basic spices to us. Today, these foreign cultures continue to migrate to American streets and restaurants bringing a new flavor profile with them and introducing us to spices, herbs, aromatics, purees and chiles that offer a new level of vibrancy and depth.

Perhaps this is further evidence that the future of flavor does not reside in the shift of food, but in the shift of our culture, and our adaptation and acceptance of other cultures. The result: a shift in the mindset of our consumer. A consumer that is curious about flavor, about life, about food. A consumer that will chase down a food truck at 2 a.m. to connect to something delicious, complex, layered, unbelievable.

Your story starts with flavor. It's the root of all things on your menu. Although it's not something that we focus on every day as a society, the opportunity presents itself now more than ever before. Begin with the simple flavors you know. Then, focus on those you don't, the combinations you haven't tried, and the desire to go further in your culinary exploration. Be open to unexplored cultures and connect with your consumers at an emotional level. Let them feel that you are there with them. Express yourself, just as they are.

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

Photo provided by Darwin Bell.