International Cuisine Reaches America's Main Street.
First in a series--introducing new National Restaurant Association
research on the rise of ethnic cuisine in the United States
Globalization is a hot topic in the business world these days--and according to a new study by the National Restaurant Association, it is a hot trend in the culinary world, as well. Ethnic restaurants often present consumers with their first introduction to foods from different cultures, and new research released today by the Association shows that many ethnic cuisines are joining the American mainstream food culture, and others are seeing a tremendous boost in familiarity, acceptance and consumption.
Ethnic Cuisines II--based on the Association's second nationwide consumer survey asking about ethnic-food experiences--reveals which cuisines have reached mainstream America and which are gaining in popularity.
"Driven by consumers who are eager for new experiences and by new immigrants to the United States, the market for ethnic restaurants has grown significantly over the past decade," said Association President and Chief Executive Officer Steven C. Anderson. "Today's consumers are not just dining out for special occasions anymore, but are integrating restaurants into their daily lives. They are increasingly looking for ways to add to their restaurant experience, and are finding that trying new and exotic dishes at ethnic restaurants is a great way of doing that."
According to National Restaurant Association statistics, 44% of American consumers that enjoy eating out agree that they love to try new restaurants--the source of most consumers' familiarity with ethnic cuisines. So it is no surprise that ethnic cuisines have become increasingly popular in the 1990s, Anderson said.
Cuisines going mainstream
Compared to a similar survey in 1994, Ethnic Cuisines II reveals that Italian, Mexican and Chinese (Cantonese) cuisines have indeed joined the mainstream. Those three cuisines have become so ingrained in American culture that they are no longer foreign to the American palate. According to the study, more than nine out of 10 consumers are familiar with and have tried these foods, and about half report eating them frequently.
The research also indicates that Italian, Mexican and Chinese (Cantonese) have become adapted to such an extent that "authenticity" is no longer a concern for customers. In fact, they are so well known many non-ethnic restaurants typically offer a variety of dishes from these regions on their menus.
What's hot ... what's not?
While some cuisines have been incorporated into everyday life, many others are growing in consumer recognition and popularity. According to the survey, Hunan, Mandarin and Szechwan variations of Chinese cuisines, German, French, Greek, Cajun/Creole, Japanese (including sushi), Indian, Soul Food, Scandinavian, Caribbean and Spanish are known to between 70 and 80% of consumers.
Anderson said the rise in awareness and popularity of these cuisines in the United States can be attributed to the diverse immigration into the country. As ethnic groups grow larger, it is reflected in the number of restaurants that offer a taste of their home, again demonstrating that restaurants are the gateways to other cultures.
The Association's survey found that since 1994 the number of individuals who have tried German, Soul Food, French and Scandinavian dishes has declined. Additionally, the awareness of French cuisine has tapered off slightly among Americans.
Look who's dining
Consumers differ a great deal in terms of their interest, knowledge and use of ethnic cuisines, according to the survey. There are two groups most familiar with ethnic foods--"internationalists" and "urban professionals." Typically, these individuals are younger consumers, under the age of 40, living in major metropolitan areas. Internationalists seek out foreign experiences and emphasize authenticity, while urban professionals like to experiment with new restaurants and cuisines, but want dishes with foreign names explained clearly on the menu.
According to the survey, those least likely to be interested in ethnic cuisines are "social diners" and "convenience diners." Social diners dine out as a way of socializing with friends and family, putting the restaurant choice second. Convenience diners prefer convenient and economical ways of eating and are frequent users of takeout, but show little interest in experimentation.
In upcoming press releases, the Association will provide insights on the generational differences between older and younger Americans and ethnic foods, as revealed in Ethnic Cuisines II.
To purchase Ethnic Cuisines II, call (800) 482-9122. The price is $44.95 for Association members, and $89.95 for nonmembers.
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| Publication: | Frozen Food Digest |
|---|---|
| Article Type: | Brief Article |
| Date: | Oct 1, 2000 |
| Words: | 715 |
| Previous Article: | Get The Most From Pack Expo International 2000. |
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