Authenticity in Transnational Food Restaurants - Essay Example

Authenti in Transnational Food Restaurants Globalization and liberalization have brought huge changes in this world. Virtually, there are no life segments in which globalization failed to make an impact. Business is one area in which globalization has shown its true potential. Because of globalization, cross cultural businesses are growing day by day. It is easy for a Chinese business group to start a business in America, even though the politics, culture, legal frameworks, geography and the environment of America are entirely different from that of China. At the same time, it is impossible for a foreign company to start business in America without doing some customizations. The, life styles, purchasing habits and the consumer behaviours of Americans may not be the same as that of the others. Therefore, before entering a foreign soil, a company should study the characteristics of the targeted market first. For example, a lot of foreign restaurants are currently operating in America. Chinese and Indian restaurants can be seen virtually in every corner of America. However, the functioning or operations of these restaurants in America are different from that in India or China. This paper analyses the term “Authenticity” in Transnational Food Restaurants in America. It is impossible for a foreign restaurant group to serve in America, the same foods they serve in their mother country. For example, Indians like spicy foods whereas Americans dislike too many spices in food items. Therefore, Indian restaurant groups operating in America would reduce the spicy contents as much as possible while preparing foods for the Americans. In other words, customization of taste is another important requirement for the successful operations of a foreign restaurant group in America. “Pizza is one of the most prominent examples for these processes: In Italy, pizza had been a common food only in Naples; its international career started in the US where migrants from southern Italy transformed the pizza in several ways to meet American tastes” (Möhring 5). The taste of the Pizza obtained from Italy is different from that obtained from America. This is because of the fact that the Pizza group has made some serious customizations in the taste, while operating in America. It should be noted that America is a country in which people from all parts of the world are staying together. In some areas Indians will be more compared to the locals whereas in some other areas Chinese people will be more compared to the locals. Therefore, an Indian restaurant operating in an area where locals dominate, spicy foods are avoided as much as possible. On the other hand, the same restaurant group uses more spicy foods while operating in areas where Indians dominate. The case is same while a Chinese restaurant group operates in America. Most contemporary Chinese restaurants in America featured more self-defined “authentic” Chinese food. In areas with large Chinese populations, they served mainly Chinese customers. And they did not call themselves “Chop Suey House” or “Chow Mein Garden”; rather, they claimed culinary identities as Hunan, Sichuan, Mandarin, or Shanghai restaurants. There is actually no authentic Chinese national food, as Chinese cuisine is divided into a variety of different regional traditions. Each regional cuisine has its own unique flavors and famous dishes based on local cultural traditions and climatic and ecological conditions. Din Tai Fung in Southern California, for example, features Shanghai cuisine, with steamed dumplings as its specialty (Liu 57). Another important factor followed by the foreign restaurant operators in America is the design of the restaurant shop. It should be noted that a restaurant designed in accordance with the needs of Indians or Chinese may not catch the attention of the Americans. Americans follow some strict rules while they select the restaurants for their eating needs. They give a lot of value to the aesthetics and appearances of the restaurant they select for their eating needs. Open kitchen is one of the attracting factors for the Americans whereas in India or China closed kitchens are used in restaurants. In other words, Americans like to see what is going on inside the kitchen before they take the food from a particular restaurant. They are particular about the cleanliness and hygiene of the kitchen. “Like some of the trendy restaurants in America, the old store has an open kitchen. Through the glass, customers can watch chefs or kitchen helpers standing around a big chopping block, working as a team” (Liu 62). Presentation of the food items is another area in which foreign restaurant groups in America are concentrated more. Americans are particular in getting the food items in a decorated manner. In other words, food items presented in American restaurants should not only delicious and nutritious, but also presentable. Even better quality food items presented in a wrong manner may not catch the attention of the Americans. On the other hand, even cheap quality food items may catch the attention of the American public, if it is presented in a good manner. For example, Americans like to have their dining table decorated with flowers or some other attractive items. Americans are celebrating the food taking occasions. Therefore, the presentation of the food items as well as the surroundings should create celebration mood in the minds of Americans. In short, presentation of food item plays an important role in the success and failures of a foreign restaurant group in America. Another important customization required in American restaurants is in the presentation of the menu. The picture given in the next page provides a rough idea about the menu presented in a typical American restaurant. It is evident from the picture that the ingredients of the food items served in an American restaurant should be clearly displayed in the menu. The increasing concerns about obesity and overweight in America are forcing the people to check the ingredients first before ordering a food item. It should be noted that obesity related health problems in America is much more than that in other parts of the world. (Food intolerance: customized menu in American restaurants) “Food allergies and intolerances go out to dinner. Not only the supermarkets are gearing up to bid for specific diets, gluten-free or lactose-free, to name a few. Even restaurants have to come to terms with the demands of the customers” (Food intolerance: customized menu in American restaurants). In America, it is estimated that each year more than $ 900 Million goes to medical for treating people who are victims of bad food habits. Food habits are different in different parts of the world because of the changes in culture, Americans are not getting enough time to cook foods in kitchen and therefore they rely heavily on fast foods restaurants for their food needs. “An alarming new study published in the Journal of Food Composition and Analysis reveals that Americans are getting nearly one-third of their calories from junk foods: soft drinks, sweets, desserts, alcoholic beverages, and salty snacks. It explains why obesity is rampant, diabetes is epidemic, and chronic disease is skyrocketing” (Adams). In short, Americans are particular about the ingredients of the food items they purchase from the restaurants. Therefore, the menu should display information about the ingredients of the food items served in a foreign restaurant operating in America. To conclude, a lot of customizations are required for a foreign restaurant group to operate successfully in America. These customizations should be made not only in the taste of the food items, but also in the design of the restaurant building, dining tables, kitchen, menu and also in the presentation of the food items. Works Cited Adams, Mike. “One-Third Of American Diet Is Junk Food And Soft Drinks: Were Malnourished And Obese At The Same Time”. 2004. Web. 01 May 2014. “Food intolerance: customized menu in American restaurants”. Web. 01 May 2014. < http://povesham.com/food-intolerance-customized-menu-in-american-restaurants/> Liu, Haiming. “Flexible Authenticity”. Web. 01 May 2014. Möhring, Maren. “Transnational food migration and the internalization of food consumption. Ethnic cuisine in West Germany”. Web. 01 May 2014. Read More