Restaurant Trend #5: Authentic Asian

Guest Writer — Wed, 03 Dec 2014 19:15:24 +0000

Asian food is not new to the United States, and in fact can trace its American roots back to 19th century San Francisco, when Chinese immigrants came in hopes of striking it rich during the gold rush. Chinese restaurants were first patronized only by the Chinese but some operations modified their foods, hoping to cater to Americans as well. Then, as the first transcontinental railroad spread eastward from the Pacific, the Chinese owners followed suit, migrating east in search of new markets, new locations, and customers. These Americanized versions of Chinese foods became mainstream after World War II and have graced the world of take-out during the decades since, often because it is the only food available to swing shift and graveyard workers in the late night/early morning hours when their work day is over (and, perhaps equally as often, its convenience is appealing to busy, on-the-go families who opt to pick up the already-prepared food for a quick and easy dinner).

But now, according to Mary Chapman of the foodservice research firm Technomic, the industry is “seeing a lot of micro-trends and a stronger focus on regionality” in Asian foods. What this translates to is a new “love affair with exotic ingredients” which in turn has caused a rise in the popularity of Southeast Asian foods, and especially in Thai and Vietnamese cuisines. The choices are not, however, trending toward the Americanized versions—diners want the real thing, and they are becoming educated enough to know what to ask for. Mai Pham, chef-owner of Sacramento’s Vietnamese-Thai fusion Lemon Grass Restaurant, points out that in recent years “customers…know almost as much about the ingredients and preparations as I do.” As consumers’ tastes become more refined, so too does their desire for authentically prepared regional flavors.

Chefs have risen to the challenge of making “some of the most complex cuisines in the world,” and to giving diners what they ask for. They invest in quality herbs and indigenous vegetables. They travel to the regions from which their fare originates, to immerse themselves in the culture and stay connected to the food. They work to balance the flavors in each dish, but they also must appeal to a broad array of customers, from those who have never tried the cuisine to those who are grew up eating the traditional fare. Their restaurants have experienced remarkable success as the trend continues to grow.

While delicious food is important to the overall prosperity of these ethnic restaurants, Chapman also says that Southeast Asian cuisine is “gaining traction because they suit other trends like healthy and flexitarian eating.” Good Vietnamese food, for example, starts with a ton of fresh herbs and vegetables and its style, according to Thai Dang of Embaya in Chicago, is “very clean and direct.” Pho, for example, is simply a noodle soup with a flavorful broth, meat, and a lot of herbs and vegetables, and is a staple in Vietnamese restaurants. Thai food, with many vegetarian options, has “become even more popular as people become more health conscious,” says Patty Sriskiew of Natalee Thai, with two locations located in Beverly Hills and Culver City, California.

Exquisite food that is healthy too, with complex flavors, authentic ingredients, and recipes that tempt the taste buds? If you haven’t yet enjoyed this 5th food trend of 2015, I encourage you to head out to dinner and give it a shot. You won’t be disappointed!

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Restaurant Trend #5: Authentic Asian