Posted: September 27, 2024 Author: Rachael Jarzembowski, Marketing Manager
Vive la France!
If the headline didn’t clue you in, our latest topic for WIXON INNOVATES is French cuisine. On the heels of the Paris Summer Olympics and with buzz about new seasons of popular shows like Emily in Paris and The Bear—it might seem as if our decision to explore French cuisine as a source of innovation inspiration was influenced by these and other pop culture references, but it was not.
Rather what caught our attention was the rapid acceleration during the past year of French cuisine through Datassential’s Menu Adoption Cycle™ (MAC). (As a reference, the MAC comprises four stages – Inception, Adoption, Proliferation and Ubiquity.) Although French cuisine has a long history and deep roots in Western cuisine, it had been overlooked and was wallowing in the Inception phase. Then its increasing visibility and popularity, no doubt sparked by prevalence in the media, pulled it out of this stall. Within less than a year, French cuisine moved from Inception, sped through Adoption, and landed in the Proliferation stage.
So, what’s got people interested in French cuisine? As with any trend, there can be multiple influences. While many aspects of French cuisine still may not be familiar to a lot of people, it has clearly gained traction and continues to capture wider consumer interest. Whether we realize it or not, French cuisine has had an enormous impact on how and what we cook today, and for that matter, throughout much of American culinary history. Despite this enormous influence, only 86% of consumers say they know French cuisine and 74% say they have tried it1. French cooking fundamentals are embedded in Western cuisines, as they are used widely in culinary education. In many of the most esteemed culinary programs, classic French techniques are taught as basic skills to be mastered.
Unsurprisingly, consumers look to culinary influencers and celebrity chefs to introduce them to international cuisines and flavors, whether via traditional media sources or on-premise dining. Many of these celebrity chefs are classically French trained, whether it’s through culinary education or apprenticeships. Collectively, 63% use social media for discovery, far more than other information sources.2 Yet more in-depth interactions and experiences with new flavors can lead to longer lasting relationships and interest in cuisine types.
More than a third of consumers2 discover new international cuisine (learn about, find recipes) from cooking shows. While social media may drive flavor trends quickly, creating viral sensations, more culinary-minded consumers often seek inspiration and knowledge with greater intent, thus allowing brands to capitalize on consumer loyalty when introducing new flavors and ingredients.
What’s old is new
With the rebounding of European cuisine in general, and French, in particular, the old-is-new trend is in play. Many French dishes and ingredients continue to trend on menus and on social media – like macarons and other classic French desserts being featured at major restaurant chains. Basque cheesecake, a modern take on the classic cheesecake, became a social media sensation after a major restaurant chain added their take on the classic dessert to their menu. With more than 249,000 tags on Instagram, #BasqueBurntCheesecake continues to trend, despite its inception in the 1980s. People find comfort in familiar foods, especially in times of economic uncertainty. Yet at the same time, they are open to trying new things as long as they are grounded in something recognizable.
Due to its significant impact on American culinary traditions, an understanding of the fundamental principles and techniques of French cuisine is essential for creating new interpretations of classic favorites and new product development. We have seen menu innovators use French cuisine as a vehicle for safe experimentation, mashing it up with other lesser-known global cuisines, novel flavors, and ingredients – incorporating their own backgrounds and interests with French culinary principles. These new applications, offer consumers a way to try something new that still bears some level of familiarity – and there is an opportunity for brands to do the same.
A huge part of French cuisine is using in-season, quality ingredients and produce and letting them be the stars of the show (take a simple potato leek soup, for example – it seems so basic, but there is beauty in its simplicity). New adaptations of classic French dishes, sauces, and flavors appeal to consumers who want something different, yet with some comforting familiarity.
With French cuisine now solidly in the Proliferation phase on menus, it’s time to innovate with our French-inspired flavors. Think violet, shallot, tarragon, Burgundy wine, Anjou pear and – well I don’t want to give them all away. Contact us today to learn about these and other trending French flavors, and see how we’ve incorporated them into snacks, condiments, beverages, and so much more. Santé!
1. Datassential
2. Kantar Profiles/Mintel, April 2023; 2,000 internet users aged 18+