Food service operations and industry practices

¶ … International Food Trends Influencing the Australian Restaurant Industry in 2008

The food service industry is traditionally defined as the sale of drinks and food for immediate consumption by the consumer. These can either be consumed on the premises that they were purchased from, or in eating areas that are designated and shared with other food service operators. This industry also includes takeaways transactions that are freshly prepared for immediate consumer consumption.

The Australian food service industry is growing. By 2011, it's predicted to have a value of $11 billion, a 19% increase over 2006 figures of $9.3 billion.

Volume in 2011 is forecasted to be approximately 3,712.2 million transactions, a 7.3% increase over the 3,467.9 million transactions reached in 2006. The market is typically broken into four segments: cafes & restaurants, fast food, cost, and other. The cafe and restaurant segment includes cafes, pubs and bars, full service restaurants, hotels, and retail locations. The fast food segment includes quick service restaurants, takeaways, street vendors, and leisure locations that serve food and drink, such as cinemas and theaters ("Australia food service," 2007). These are the two segments, in combination, that his paper will focus on in the exploration of major international food trends that are influencing the Australian restaurant industry in 2008.

One way to look at the food trends in Australian restaurants is to investigate which restaurants are winning awards and what their hot food items are. The Australian Gourmet Traveler 2008 Restaurant Guide Awards point out a couple of hot international trends that are affecting Australian restaurants this year, including more choices in beef and Spanish influence in menus.

Beef has always been an Australian mainstay, yet 2008 will see a more complicated piece of beef an increasing trend. Fresh from the finest steakhouses from Asia to Europe to America, choices beyond simple cuts are all the rage. "Forget rare or medium, do prefer grain- or grass-fed, or a combination of both? How marbled do you like your wagyu?" (Nourse, 2008) These are choices Australians will see more and more frequently on their menus. Wagyu, also known as Kobe beef, a breed known for its extensive marbling especially will see an increase in 2008. Recently, Australia Company Trade Lines Malaysian was given permission to purchase two large farms south of Auckland to expressly farm wagyu beef. The company will spend approximately $14.6 million to develop 1460 hectares to establish a wagyu cross-breeding herd. Once established, this herd will be a large part of the company's operations, that will fortify breeding programs in Western Australia, and increase availability of this pricey beef ("New wagyu," 2007).

Spain, in particular, will also have a strong influence on Australian restaurants in 2008.

It used to be that Australian chefs traveled to France to learn the latest trends in fine dining, but more recently, it's the influence of Spanish chefs that are changing the food service world in Australia. Instead of Paris, leading chefs are visiting places like San Sebastian and Barcelona. The increasing presence of top-grade Spanish hams on entree menus is a clear indication of this. In addition, genuine Italian-made prosciutto will also figure prominently, this year. Lastly, the Spanish influence will see surf-and-turf more and more popular, so much so that it'll be evermore rare to see fish served without some form of beast, according to Nourse (2008).

Yet, not all internationally inspired food trends are limited to fine dining in Australia. The increased consumption of chicken, as found in Europe, China, Brazil, and America, is likely to continue to be a trend in 2008, in Australia.

Gatfield (2006) discussed the beginning of this continuing trend. Where beef was primarily Australia's meat consumption choice historically, chicken has been on the rise, and is like to eclipse beef for everyday consumption.

There are several reasons why this trend has found its way to Australia.

First, chicken has a relatively low cost, and this cost is quite stable, compared to other forms of meet. One consumer survey Gatfield (2006) quotes notes that resondents found chicken superior to beef in several attributes, including: versatility, ease of preparation, taste, consistency, and perception of health and nutrition. and, lastly, due to Australian's tendency to work longer and longer hours, chicken has an appeal to the fast-food orientated consumer, with a limited amount of time in the day to take meals.

However, one of the largest international influences for Australian restaurants is Asia, in general. As Henly (2001) surmises, Australians want simpler lives but more complex food experiences. They want value, but also flavor and visual appeal.

As noted earlier, the food service industry is steadily growing due to increased consumer incomes and lifestyle changes.

Fast-food hamburgers are being replaced by Chinese takeaways.

However, Chinese takeaways is only a small portion of the picture. With more than 2,000 Chinese restaurants in the country, Chinese is clearly the most popular choice of Asian restaurants in Australia. However, Thai and Japanese restaurants are becoming increasingly popular. In fact, according to Elizabeth Chong, a Hong Kong Goodwill Ambassador, who has run a Chinese cooking class in Melbourne for four-decade states, "You hardly come across a menu in Australia nowadays that does not have an Asian influence" (cited in Henly, 2001).

Australians are increasingly knowledgeable about Chinese food as well. Trends will include more presence of yum cha dishes as well as fresh seafood offerings from restaurant tanks. In addition, a fine selection of Chinese teas will be mandatory in the most trend-forward restaurants. As Henly (2001) notes, Australians in 2008 will continue to look for more and more choices, both in their takeaway Chinese meals, as well as their in dining room experiences.

With these varied choices, will come a trend for a greater variety of other Asian cuisines. Australian's have increasingly sophisticated palates. As such, 2008 will see a drive for more variety in Asian food, including selections from Thai, Malaysian, Indonesian, and Japanese menus. Chinese restaurants and fast food outlets will likely be seen varying their more traditional menu to include these selections and meet the increased demand for diversity (Henly, 2001).

But, the Asian influence doesn't simply stop at the increased availability of asian foods, but is also affecting what is often termed 'Modern Australian' cuisine found in upscale restaurants. Leading chefs will continue to experiment with Asian flavors and add them to the uniqueness of Australian cuisine. Henly (2001) believes that Asian fruits, dried mushrooms, peppers, sausages, and more will all become part of the Australian-Asian fusion.