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Niche Markets in the Food Service Industry
You can sum up the American restaurant scene in one sentence: Hamburgers are dead; and the cow itself is losing interest. Restaurants that are making a name for themselves today are those that follow a cult following rather than advertising to attract the masses. Consider this an open letter to America’s food managers. Out of pity, do something!
We can face it again: only young people care about social media. A ten-year-old is the most sustainable food you can think of. Take them to any restaurant with a menu of surprises and delights, and they will head straight for the hot dog. No chili, no cheese, just ketchup, thank you. Pizza places are as fun as they are culinary, but they have to serve plain pepperoni or there’s going to be trouble.
But adults think too much about race. And speaking of ethnicities, Mexican, Italian, and Chinese are fine…but isn’t it time to admit that there are more than three countries that produce food? Take yourself to a Mediterranean restaurant for a while and you’ll feel what you’ve been missing. Falafel, hummus, baba ganoush, fresh green tea leaves, flavored with honey instead of sugar, and ways to cook lamb that you’ve never thought of. Pita bread is freshly baked on the premises, so it appears on your table in an inflated balloon and gradually turns into a pancake shape.
America, a melting pot of international culture, but unless you live in one of the five major cities you have no chance to find international cuisine outside of pizza, and tacos. a bowl of chop suey if you’re lucky. South American cuisine that is further south than Mexico is unheard of. An Argentinian or Brazilian restaurant perhaps? And when was the last time you had Russian food outside of New York? America has won twice in Russian cuisine – Pirozhki and Baklava, and Baklava is more Baltic than Russian. I bet if you’re the average American, you’ve never seen Shashlyk. It is a type of Russian shish-kebab that is usually made with marinated lamb and sweet onions. How hard is it to make? To take another example, France is praised for its good traditional cuisine, but that’s just history. Let’s take a look at some French restaurants and maybe we’ll get a chance to see what the fuss is about.
America is having a hard time dealing with their multiculturalism, it seems. You’ll find cheese in Minnesota, Iowa, Wisconsin, and the rest of the country. The cheese is yellow and like flat slices. Cajun cuisine has gotten rave reviews on all the cooking shows on the Food Network, but the craze seems to have come and gone without a few Cajun-themed restaurants. No one in eastern Utah seems to have heard of a Denver omelet, no one in western New England seems to know how to cook lobster. I think Indian food on the drive-thru is a very poor prospect when you can’t fit all of America into one food court.
And as if the lack of international and national diversity wasn’t enough, it seems that even the cooking methods are included. Why does all chicken have to be cooked and deep fried? Travel the world if you must, but find a place that makes fried chicken and pick up a plate of it. So, wouldn’t it be nice to have a chicken that doesn’t drown in oil for a change?
Consider some of the types of food that are sorely missing from the American plate. Did you know that pasta can be made from something other than wheat, bread can be something other than bleached and white, pickles are not always cut and sour, and they have made types of peppers that can be served completely except Jalepeno? That kielbasa sausage tastes like a hot dog in the ass? That sweeteners can be based on something other than corn? That you can put spices on a sandwich that is not yellow and red? That tortillas can be made from something other than wheat flour? Listen, if I never watch a “French fry” again for as long as I live, it will be soon; enough with the deep fried potatoes already!
American cuisine is criticized abroad, and for good reason. We do not offer many colors. The classic American values of being helpful and down-to-earth come to a head when you ask for something other than roast beef. Why, are you the right choice? Fried potatoes are not enough for you, you want fried mushrooms or zucchini instead, eh? Yes, you must be an Imperialist to make such demands! No, actually, we are not Imperialists, we just saw the food pyramid that the USDA put out and thought it might make a good idea to support it.
Of course, the food industry is very financially sensitive. Trees are everywhere; It’s hard to find America to try something new, it’s hard to find products that offer a variety of products that are also economical, and it’s especially hard to hire trained workers who know how to make dishes that are not often found in almost homogenized restaurants. But with a little effort, all this can be overcome. And the chance of a prize is great. The restaurant business is as competitive as it is, one of the best ways to get customers is to offer something unique that you can’t get anywhere else.
Because you don’t want to be another grill. You want to be the best place that people drive miles out of the way to get to and tell all their friends about. You want to be the kind of place that offers food that people crave. Cravings, after all, aren’t just a matter of taste – nutritionists have shown that it’s your body’s way of telling you that you need certain nutrients that only cravings can provide. But most of all, you want to be recognized as a food service manager with an edge, someone who thinks outside the box and makes their business successful by being better than the rest.
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