Consumers want more ethnic menu options, Technomic finds

If your menu spotlights ethnic fare or, even better, travels around the globe, stick to your guns. You are tapping into consumers’ growing preference for more exotic flavors.

According to a recent poll by Technomic, chain restaurants aren't doing a particularly good job of meeting demand for new, exotic foods and flavors. Only a quarter of consumers surveyed say they are satisfied with the availability of ethnic offerings at limited-service (23 percent) and full-service (28 percent) chains. Clearly there are opportunities for operators to step in.

“Authenticity is crucial to the ethnic food and beverage purchasing decision,” says Darren Tristano, Technomic’s executive v.p.

“Sixty-five percent of consumers say food that tastes authentic is one of the most important factors in deciding which establishment to visit for ethnic foods and beverages. Operators have an opportunity to create innovative and globally inspired menu items reflected through preparation, taste and flavor,” he added.

And if you happen to be from another part of the world, you already have a leg up. “Consumers say that dishes prepared by someone from that region are given greater credibility as authentic,” Tristano notes.

Some additional findings from the report:

• Three out of four consumers (77 percent) purchase ethnic foods and flavors away from home at least once a month. Asian and Hispanic respondents are most likely to do so.

• Some American regional cuisines, such as Cajun (89 percent) and Creole (86 percent), are considered ethnic.

• 33 percent of consumers strongly agree that there are many ethnic foods they would like to order at restaurants but are not able to find.     

• Southeast Asian flavors are moving into the mainstream with the development of familiar offerings with a flavorful Thai, Vietnamese or Indonesian twist on sauces, dressings and ingredients.

Technomic’s findings are summarized in the Eating Out: Ethnic Restaurants infographic.

Technomic’s Ethnic Food & Beverage Consumer Trend Report examines consumer behavior, attitudes and preferences toward ethnic flavors, foods and beverages based on survey results from 1,500 consumers. The Ethnic Cuisine Trends section provides a comprehensive guide to the trends that continue to shape ethnic flavors and foods. The report also features 20 emerging limited- and full-service restaurants that offer ethnic foods and beverages.