Asian fusion has transformed the global sector, appealing to a wide customer base and the demand for a fresh take on fast food.
Cultural appeal and diverse flavours have contributed to Asian fusion's rapid claim to fame. It's no wonder why it is one of the most popular cuisines in the QSR sector. Substantial popularity and a blend of modern culinary needs have driven increased growth and demand from consumers both locally and globally.
Known for combining several elements from various cuisines, Asian fusion appeals to a wide customer base as a modern and innovative compromise to traditional dishes. Commonly characterised by a balance of sweet, sour, salty and spicy. Asian fusion has a unique and versatile flavour palette integrating traditional ingredients such as ginger, soy sauce, chilli and garlic.
While Chinese, Japanese, Thai, and Korean have large customer bases individually, Asian fusion appeals to an even broader audience. Especially when added to a mainstream menu. For example, KFC recently introduced a Korean BBQ Double Down burger, containing condiments such as Korean BBQ sauce and two pieces of chicken.
By blending traditional Asian ingredients and cooking techniques with western styles, Asian fusion dishes can be easily added to the menu of any quick service restaurant. Its versatility can allow for the creation of innovative items, such as sushi burritos and Korean tacos, which have gained notoriety in overseas markets. Other trending combinations include ramen burgers, and Thai-inspired salads.
Chicken is one of the most commonly used ingredients in Asian fusion and the QSR sector, with nearly all outlets offering a chicken dish. This has provided an opportunity for outlets to experiment with new menu items without great investment or risk. Even burgers, arguably the most popular QSR menu item, have adapted to using bao buns instead of typical bread buns.
Social media has played a big part in the popularity of Asian fusion cuisine, especially within the QSR sector. This has generated online demand from consumers, who are attracted to the bright and vibrant ingredients, especially if they are available at their local fast food outlet. Fast food chains have leveraged this trend by purposely creating photogenic items to market to consumers in order to gain traction on social media platforms and generate a loyal following.
Asian fusion has provided an outlet for QSR chains to experiment with new flavours, textures and ingredients, whilst catering to customer cultural curiosity, culinary innovation, and evolving global trends.
Read more about global QSR trends in the latest issue of Restaurant and Cafe!
