Which way to go?

Representatives of the catering sector are among those who are suffering most from the effects of the economic crisis. All businesses in this sector world-wide have been forced to revise their strategies as a result of recession. The sometimes absurd demands made by the “health lobby” have also made life more difficult for restaurant owners. Globalisation is obviously an irreversible process, which means that different gastronomic cultures increasingly interact, even at the level of fast food chains. The gastronomy of the 21st century will probably be dominated by Asia, as their principles and methods fit well into the prevailing health trends. Globalisation of the media is also an incredibly fast process, with an abundance of information about the cuisine of distant lands and about the benefits it has for our health. Consumer behaviour is changing at an accelerated rate. Demand for something different, exotic or exciting is growing, with unique experiences being appreciated more highly then ordinary ones. Health and ecological consciousness are playing an increasing role in our eating habits. Special products, including organic, hypoallergenic, or low calorie ones are becoming increasingly popular. The cult of “bio” food has reached the catering sector, with over one third of American restaurants planning to offer bio dishes in 2009. Functional foods have appeared in the catering sector as well. Though molecular gastronomy was labelled “chemistry” only a decade ago, the restaurant of Ferran Adriá and Heston Blumenthal is regarded one of the best in the world today. The fresh products offered by craftsmen supplying restaurants, like bakers and butchers are valued more than ever before. The heritage and terminology of French haute cuisine, which today’s global cuisine is based on is still around, but new terms and methods like: wok, sushi, wrap pita, tapas have also become common. Convenience food today represent high quality, including excellent finger food. Restaurant guests of the 21st century are looking for a special experience and chefs are looking for ways to add something new to traditional flavours. Restaurants is this century are increasingly expressions of lifestyle and culture, but affordable value has not become obsolete. Culinary tourism is developing dynamically. The luxury of eating out is no longer a matter of prestige, but a matter of enjoying gastronomy. The general trend of “premiumisation” is also present in the catering sector. In Western markets, even McDonald’s is spending money on exclusive interior design and adding higher quality items made from fresh materials to its menu. The “fast casual” concept has also been highly successful in recent years, with even luxurious restaurants beginning to develop more “democratic” offers for less wealthy guests. In the UK, the number of gastro-pubs has begun to grow rapidly following a complete ban on smoking, while many traditional pubs have closed.