Bringing Ethnic Flavors to QSRs

“We are an American restaurant chain, and consumers go to Burger King throughout the world to have an ‘American experience,’” continues Anderson, noting that 60% to 70% of the menu represents this core concept, with “the Whopper, double cheeseburger and fries with American condiments,” like ketchup, pickles and mayonnaise. But to supplement that core, “we might do 20% to 25% of regionally influenced menu items reflecting local flavors,” he says. “For example, a teriyaki burger in Asia, English breakfast in the United Kingdom, a special menu for Ramadan in the Middle East.” He notes that, in Thailand, consumers prefer dark meat to white.

Regional Italian might be a mainstay here, but it’s emerging in other locales, notes Anderson. “Chicken Parmesan may seem pedestrian to us, but it is expanding globally,” he says. “For instance, Asia is considering it. It’s a new flavor for them on chicken or on a burger. What we might consider very basic flavor exploration here is still just getting exposed there.”

While most of its menu items follow a one-way route from the United States to overseas Burger King destinations, the chain’s new menu items could travel a reverse pathway. Consider the Angry Whopper, with jalapeños and spicy, fried “angry onions,” which started in England and then spread across central Europe ... and possibly sometime soon on these shores.

Around the world and back again

Our influence in globalizing food outside of the United States is at least equal to—or perhaps greater than—global effects in this country. Beyond Happy Meals, Whoppers and shakes, our worldwide introductions of ethnic elements, whether emerging or mainstream in the QSR arena, are creating a melting pot of influence in far-reaching corners of the world.

In some QSRs, you might not see obvious ethnic influences, but they very well might be there. There may be a touch of hoisin or curry to add complexity to a salad dressing or dipping sauce, but it might not be marketed as globally influenced.

Aside from Chinese, Italian and Mexican chains, we still have quite a ways to go to effectively translate “authenticity” on consumer-acceptable levels into ethnic-inspired fast-food. Consumers want to go slow when testing new flavor profiles. We will continue to walk a fine line with the objective of delivering innovation and familiarity in the same bite.

At the same time, what we track in the United States as mainstream may be just beginning to emerge abroad as an exciting new ingredient in the global product-development pantry.

Kathleen Kennedy, CRC, is president and chief innovation officer for Sage Culinary Catalysts, Issaquah, WA, a menu development consultancy and consortium specializing in recipe, formula, limited-time-offer and menu development from ideation through commercialization and execution, as well as trend tracking, custom training programs and food communications. She has 20+ years food industry experience, ranging from culinary R&D at multi-unit chain restaurants, innovation for major branded and private-label food manufacturers, executive chef for catering, hotels and fine dining, to heading up a food communications and PR group at an international agency. For more information, log ontosageculinary.com.

Global Flavors on the American Menu

According to FoodCast™, a proprietary trend forecasting tool from Gilroy Foods®, some of the freshest global food trends in the United States, like Thai food and North African meze, can serve as inspiration for quick-service.

Over the past two years, there has been a 31% increase in Thai-inspired menu items, notes Datassential, Los Angeles. Nearly half of this growth (47%) is happening in casual dining, and the trend is ripe for quick-service.

• Foods like chicken, tofu and bananas on a stick;
• Noodle and rice bowls—Thailand’s quintessential fast food—are making headway on stateside QSR menus;
• Spice up coleslaw with chiles, cilantro, lemongrass and roasted peanuts;
• A little red curry paste and coconut milk go a long way toward making a mayonnaise or mustard decidedly Thai;
• Take chicken wings from Buffalo to Bangkok with a sweet-and-spicy glaze rich in ginger, tamarind and chiles.

Another emerging flavor trend is North African cuisine, of which Moroccan cuisine is the most familiar to the American palate. Key Moroccan flavor components include olives, citrus, mint, cinnamon, cumin, beef, lamb and couscous.

• Rub kebabs with chermoula, an herbal seasoning paste;
• Make a Moroccan meatball sandwich with a pomegranate glaze instead of traditional marinara;
• Wrap up fresh cheese and spinach into phyllo dough packets;
• Serve up hummus spreads flavored with olive oil, lemon juice and plenty of roasted garlic.

Take a miniature burger or a grilled chicken strip anywhere in the world with an international condiment. Bold-flavored condiments not only let your customers pick their favorite flavors, they are easy to store and serve.

• Try a spicy Thai peanut sauce or sweet chile dip;
• Mediterranean yogurt dips are a fresh and flexible way to add a bit of flare to a sandwich wrap;
• Smoke is a big winner this summer—all it takes is a smoky barbecue sauce to bring the outdoors in.

—Courtesy of Gilroy Foods (gilroyfoods.com) and Spicetec (spicetec.com)