Diners are embracing new, global flavors atop

familiar foods, like this Naga Dog, created by

Los Angeles chef Jet Tila, garnished with
kimchee, takuwan daikon, wasabi mayo,
katsu sauce and takumi teriyaki.

KIKKOMAN SALES USA INC.

MENU TRENDS

FUSION
Takes Hold
As diners demand new flavors, fusion cuisine has
found a home on chain menus

BY RITA NEGRETE

A precarious balance has been struck in the restaurant industry, with

prices held as low as possible to attract frugal consumers while rising
commodity costs chip away at profit margins. There is only so much
operators can do with pricing until profit margins disappear; now, they
have to look at other ways to differentiate their brands.
Current market forces are making craveability and culinary expertise
increasingly relevant to consumers, many of whom say they are more
interested in experiencing new flavors as they dine out. Incorporating
unique flavors into existing menus can be a low-cost and easy way to
grow sales and attract new customers. In a recent Technomic study,
53 percent of consumers said they would be more likely to visit a
restaurant that offers new or innovative flavors, up from 42 percent of
those surveyed in a 2009 study. And 42 percent said they are more
interested in trying new and unique flavors than they were a year ago.
Clearly, keeping the focus on flavor is a powerful long-term strategy.
Authenticity is certainly a key theme of current menu innovation,
often involving regional, rustic or artisan approaches to familiar ethnic
cuisines. On the other hand, Technomic research shows that a
substantial portion of todays consumers also have a strong and growing
interest in menu items that fuse flavors and techniques from more than
one cuisine.

FORMAT FUGUES
One of the easiest ways to bring the idea of culinary fusion onto a
mainstream menu starts with a familiar food format such as pizza,
sandwiches, tacos or chicken wings. These platforms offer tremendous
versatility and innumerable options to incorporate ingredients and spices
from cuisines not normally associated with that menu item. And because
consumers are already comfortable with the basic format, theyre more

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apt to be adventurous about trying new flavors,

at relatively little risk and no extra cost.
Pizza has long been a favorite base for
topping creativity, and the trend seems to be
accelerating. Hot, smoky, spicy and fruity
flavor profiles have become top flavor
varieties for pizza, and globally inspired pizzas
are becoming more varied and creative. Some
recent examples include:

> Brushfire Pizza smoked peppery

Tacos offer a platform for

multicultural tastes,
particularly Asianinfluenced ones. Rubios
Fresh Mexican Grills new
Sesame Soy Fish Taco
layers wild Alaska pollock
with avocados and fresh
spring mix, topped off
with sesame soy and
creamy wasabi sauces.

sausage, Cajun seasoning and a splash of

Tabasco sauce Pizza Ranch
> Pima Pizza with black beans, jalapeos
and cheddar, served with a side of pico de
gallo Naked Pizza
> Greek Thin-Crust Pizza mozzarella,
tomatoes, olives, banana peppers, onions
and feta on a whole-wheat thin crust
Stevi Bs The Ultimate Pizza Buffet
> Thai Peanut Chicken Pizza roasted
chicken, red peppers, baby spinach, carrots
and mozzarella with a Thai peanut sauce,
drizzled with hoisin sauce and garnished
with scallions, peanuts and wonton strips
Pandinis
Sandwiches are another straightforward
format now showing a stepped-up level of
ethnic creativity. Asian cuisines and
ingredients, particularly French-Vietnamese
fusion banh mi sandwiches, are driving much
of the ethnic sandwich trend. At Lees
Sandwiches, adventurous
diners can

> Korean BBQ Tacos Wild Wing Caf

> Korean Steak Tacos three corn tortillas
with cubed Black Angus flat-iron steak
marinated in soy and sugar, topped with
cucumber chunks, bean sprouts, gingerlime slaw, basil, cilantro and sriracha
sauce, served with a side of jasmine rice
T.G.I. Fridays
> Sesame Soy Fish Taco beer-battered
Alaska pollock, soy sauce, creamy wasabi
dressing, avocado slices and spring mix
served in a corn or flour tortilla
Rubios Fresh Mexican Grill
Meanwhile, chicken wings
have moved way beyond
the classic Buffalo recipe
to become another
favorite format for
global flavor notes.
Flavors imparted by
spreads,
sauces
or
condiments are appealing to
six out of 10 consumers,
according to Technomic research,
indicating an opportunity for signature house-

RUBIOS

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find banh mi prepared with such ingredients

as grilled chicken, pt, head cheese, sardines
and shredded pork skin, all served on a fresh
French baguette. Chipotle Mexican Grills
new ShopHouse Southeast Asian Kitchen
concept makes banh mi sandwiches central to
its menu positioning, and Flat Out Crazy
Restaurant Group (parent of Stir Crazy Fresh
Asian Grill and Flat Top Stir-Fry Grill) has
launched SC Asian, a fast-casual concept that
menus several versions of banh mi.
Other Asian influences are also finding
their way to popular sandwich chains.
Charleys Grilled Subs, for instance, reprises a
Spicy Asian BBQ sandwich featuring steak
marinated in pears, green onions and Asian
spices. Extending the ethnic sandwich trend
even further: Indian naan sandwiches, pressed
Cuban sandwiches and South American
arepas are all coming into vogue.
The taco has become a marvel of
multiculturalism in recent years. The foodtruck craze led by the Korean taco has
evolved into a larger Asian taco focus in
recent chain menu items:

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SUNKIST GROWERS

MENU TRENDS

Citrus is a companion flavor to dishes with Latin, Mediterranean and Asian

influences, like this Zesty Lemon Chicken.

prepared sauces and spreads. The extent to which restaurants have created
innovative sauces for wings is remarkable. Here are some creative
adaptations on chain menus:

> Boneless Wings in Coconut Jerk Sauce Buffalos Caf

> Teriyaki Wings Wingstop
> Spicy Wings Marinated in Lemon and Rosemary Bertuccis
ASIAN-LATIN: FAVORED FUSION
One of the most popular iterations of fusion cuisine is the Latin AmericanAsian restaurant. Perhaps the reason the marriage has been so successful is
because it draws on longstanding traditions. Most Latin American nations
have had vibrant Asian communities Chinese, Japanese and others
since the 19th century, and restaurateurs from these immigrant subcultures
have made their culinary mark on Latin cultures.
In the United States, Asian-Latin fusion restaurants are still
primarily upscale independents. For instance, Richard Sandoval
Restaurants plans to open Raymi Peruvian Kitchen & Pisco Bar in New
York City this summer, with a menu influenced by Spain, Japan and
China as well as Peru. The multiconcept operator also oversees Zengo
in Washington, D.C., offering a small-plates menu that ranges from
ceviches to dim sum. In the chain world, the Asian-Latin niche is
dominated by SushiSamba, whose menu items pair traditional
ingredients from Japanese, Brazilian and Peruvian cuisines in surprising,
creative ways. Examples include Crispy Taquitos yellowtail, lemon
grass, avocado, aji panca miso and fresh lime as well as Samba-style

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Chicken Teriyaki, with aji amarillo, purple

potato mash and crispy onions.
Nations of the Caribbean also have multiethnic food traditions, incorporating African,
European, Latin American and South Asian
influences so Caribbean cuisine is another
source for natural fusion recipes that work on
todays restaurant menus. Bahama Breeze
Island Grille, for instance, introduced a
collection of small plates late last year,
including options such as white-bean
hummus, steamed edamame, vine-ripened
tomato salsa with chips, truffled yucca fries,
sweet Peruvian corn cakes, ham-and-cheese
croquettes, chicken empanadas and
marinated pork with sweet plantains.

NEXT WAVE OF FLAVOR

Its a wide world from which to choose flavors,
so restaurateurs can be excused for feeling
unsure about what their customers will be
seeking from fusion cuisine in the coming
years. Technomics Flavor Consumer Trend
Report predicts a collection of seven flavors
most likely to emerge as popular profiles for
limited-time, seasonal and year-round menu
offerings alone or in combination:

> KOREAN With Korean barbecue

preparations making inroads on menus,
there could be a proliferation of Koreanstyle marinades for beef and chicken,
featuring such ingredients as soy sauce,
pear juice, chiles, sugar, garlic and onions.

> ASIAN SPICES & SAUCES Beyond

Korean, Japanese and Chinese cuisines,
sweet/tart/tangy Filipino marinades, fiery
Southeast Asian sriracha sauce and

Take-Away TIPS
BE REAL: Authenticity has an expanded role in fusion cuisine today; ensure a

traditional Indian spices (such as paprika,

coriander, cumin, curry and cardamom)
may be the next waves of Asian flavors to
wash across menus.

> CARIBBEAN In particular, the consumer

preference for spicy profiles is met with
multilayered Jamaican jerk flavors,
comprised of hot Scotch Bonnet peppers,
allspice, thyme, garlic, salt and pepper.

> HAWAIIAN From seafood to burgers,

Hawaiian accents are appearing in tropical
marinades and pineapple toppings.

> MEDITERRANEAN Reflecting subtle

flavors found in the cuisines of Greece,
Spain and other countries rimming the
Mediterranean, herbs like rosemary, thyme
and chervil are moving beyond roasted
meats to be included in sauces and as
toppings for flatbreads and pizzas.

> MOROCCAN The flavor profiles

typically seen in Moroccan cooking (such
as harissa, a spicy North African sauce)
are making their way to mainstream
menus in items like Moroccan meatballs
and harissa ketchup.

> CITRUS Trends toward Asian, Hispanic

and Mediterranean cuisines all call for an
increase in traditionally complementary
citrus flavors. In addition to lemon and
lime, orange particularly blood orange
is notably trending.
The global market basket has become the
new frontier of flavor innovation. So long as
the culinary intent and approach is mindful
and new introductions are rooted in the
familiar, modern fusion cuisine will be met
with appreciation among a new generation of
flavor-seeking consumers. &

good understanding of global ingredients and cultural applications before

experimenting.
COMFORT CARRIERS: To introduce new flavors and ingredients, utilize a

carrier with familiarity and comfort: tacos, pizzas, hot dogs and sandwiches are
ideal platforms for global additions.
SIMPLE START: Spices and sauces of global origins are an easy way to infuse a
new twist throughout the menu, from snacks and starters to desserts and drinks.

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RITA NEGRETE is senior editor at Technomic

Inc., a Chicago-based foodservice research and
consulting firm; rnegrete@technomic.com.

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