The ex-otic factor

Capitalising on the ever increasing popularity of oriental food means homing in on authentic but simple dishes to revitalise menus in the cost sector. John Porter reports.

There is no doubt that consumers enjoy a wider range of oriental flavours and styles than ever.

Research from analyst Mintel in October last year found that 24% of people polled had eaten in a Chinese restaurant in the past three months, with a further 13% having eaten at another specialist restaurant such as Thai.

The challenge in the cost sector is translating the popularity of styles of cuisine such as Chinese, Thai, Malaysian and Japanese into profitable dishes.

With food inflation showing no sign of slowing down, one key advantage of oriental cuisine is that the range of recipes available enables caterers to modify dishes quickly and simply by using different ingredients according to availability and price.

Mark Rigby, senior business development chef at Premier Foods, says: "British consumers are becoming more adventurous in their culinary tastes and oriental food is rapidly growing in popularity, creating a significant opportunity for caterers to drive sales."

By using a range of ready to use sauces with the protein and vegetables available from the kitchen, caterers have a quick and cost effective way of adding oriental dishes to their menus, he says.

"You can deliver a varied menu, with scratch quality colour and flavour, without the hassle, time and wastage of making it from scratch," says Rigby.

The options for using the sauces range from marinades and glazes to dressings, dips, salads, stir fries, bakes and oriental wraps, he adds.

Authentic side dishes and accompaniments such as noodles and prawn crackers add an extra touch and Premier offers a range of Sharwood's products to satisfy its customers.

Daloon Foods' extensive range of frozen ethnic snacks includes its signature spring rolls and three high quality selection packs.

General sales manager Simon Cliff says products such as spring rolls and dim sum" are quick and easy to prepare and ideal for starters, meal accompaniments and buffets".

"Oriental cuisine and Chinese cuisine in particular continues to dominate the UK market and we will be continuing to strengthen our ranges throughout 2011," he says.

In the cost sector, reflecting consumer interest in new flavours and unusual ingredients can add excitement to a menu and drive sales.

However, meeting expectations of authenticity can also be a challenge, particularly where operators are initially unsure of customer demand, or only plan to offer dishes occasionally as part of a rotating menu.

Sally Sturley, head of food marketing for Brakes, says: "Chefs can face a steep learning curve due to the huge range of regional dishes, cooking styles and ingredients which are characteristic of these cuisines.

"Authentic, pre-prepared meals are often the most practical way to go. We offer a range of high quality Far Eastern dishes which are suitable for recession conscious budgets and time pressured kitchens."

Its range includes Thai red and green curries made in Thailand using authentic ingredients and cooking techniques. The company also supplies ready to use oriental sauces, starters and dim sum.

Another challenge is keeping up with changing trends in oriental flavour. While Chinese food remains the most popular, the growth in popularity of Thai and more recently Japanese cuisine has introduced consumers to a wider range of dishes.

Jonathan Ashmore, commercial director at The Big Kitchen, says: "Keeping customers on site is essential for caterers; making it imperative that your menu is representative of and attuned to growing trends in foodservice.

"Chicken satay is an oriental staple and can work well across a variety of menus. In addition, its speciality nature enables caterers to price their dishes that little bit higher."

The company's satay selection combines pre-cooked chicken marinated in authentic herbs with flavours including tikka, Bali and sweet chilli.

There is also a vegetable version combining sweetcorn, carrots, peas and red peppers, tied together with an authentic mix of herbs and spices including turmeric, cumin, ginger, chilli and paprika.

Tilda is enabling caterers to meet the growing popularity of Thai food by putting more focus on one of Thailand's best known rice varieties, jasmine.

The aromatic, long grained rice is indigenous to Thailand, is also known as Thai fragrant rice and is now building a growing popularity among UK caterers and diners because of its product credentials.

Head of foodservice Mark Lyddy says: "The growing popularity of Thai food is one of the most significant culinary trends of recent years, and this has undoubtedly raised the profile of jasmine rice and encouraged more caterers to feature it as part of their offering.

"The real beauty of our Thai jasmine rice is its sheer versatility in the kitchen. It can be used for both sweet and savoury dishes, for example, a main dish such as ginger soy turkey and in a dessert such as crème brûlée." These recipes are available from Tilda online.

Dishes with a wide customer appeal help caterers, and with so much of the flavour of eastern dishes found in the herbs and spices used rather than the protein, replacing fish or meat with a product such as Quorn allows caterers to create dishes which appeal to vegetarians.

Tony Davison, commercial manager foodservice at Quorn Foods, says: "With the added perception that ethnic dishes are healthy and nutritious, sizzling stir fries and curries are proving popular with consumers who are looking for quick, flavoursome and wholesome meals."

He says caterers can create an ethnic inspired menu and promote it to customers with special offers and meal deals to encourage repeat purchase.

"By rotating special dishes inspired by the Far East you will generate interest and give customers a reason to keep coming back to try new dishes."