Article
Fast casual going global
It's up to restaurant operators to feed consumersthe more ethnic flavors they demand.
January 23, 2014
By Chef Brad Borchardt,
FoodIQ
With the onslaught of food media, the public's demand for new flavors and experiences is at an high. Nowhere has this been so well embraced than in the fast casual segment; or as we like to call it, the fast fresh market. Diners can now satiate cravings for exotic flavors, right in their hometown.
In recent years, the majority of our concept work has been inspired by Latin and Asian flavors. This is very exciting because as the public's palate becomes savvier, the demand and acceptance of farther out food will begin to rise.
The opportunity lies in providing an experience that resonates with authenticity without the risk. Even though there is an increased demand for these flavors, the public is still learning what these flavors consist of, and operators have the opportunity to become the expert. Approachability, education, and an easy, uncomplicated experience are what is needed to make the transition more acceptable.
We can see this gap is beginning to fill. For instance, Chipotle's foray into the Southeast Asian/Thai world, ShopHouse, has mimicked its Latin American predecessor's approach. Guests can customize the plate of food to their liking. Asia Box is a Northern California eatery that has also begun to reach into this segment; offering customizable plates originating from Vietnam are offered. Velvet Taco, a growing brand in Dallas, has brought the taco into the 21st century with fillings that have gone global. Their weekly specials are ever changing, with taco fillings that include everything from traditional Annatto Marinated Pulled Pork, to Falafel and Indian Saag Paneer. In Phoenix, a fast fresh Asian concept called Foosia Asia Fresh is slated to open in mid January. The menu content derives from four cooking methods used to create differentiation in protein flavor profiles. That along with seven multiple types of sauces and five types of bases, gives guests countless opportunities to change their experience with every visit.
The previous examples show concepts that are immersed in global cuisine, but what about restaurants with more traditional fare? Global flavors are working their way into mainstream chains, such as Panera Bread Company which introduced items such as the Mediterranean Shrimp Couscous Salad, Asian Sesame Chicken Salad and Thai Chicken Salad. But for those restaurants that may want to test the waters before committing to permanent menu items, LTOs are the perfect way to introduce new flavors to consumers. If successful, these dishes can become long-lasting.
At present, fast casual dining opportunities are more exciting than they have ever been. New flavors are being discovered and new venues at which to experience these creations are blooming. It's time to get out and taste!
Read more about trends.
Cover photo: Courtesy of Wikipedia.
