Culinary Study Results – Part Two

Many countries have signature dishes that symbolize their food culture. Sushi usually comes to mind for Japan, while pasta is at the heart of Italian cuisine. For better or worse, the United States is most commonly known internationally for burgers and fast food.

Clearly American kitchens have a lot more to offer, but how familiar are travelers with these options and what do they expect when they travel here? Brand USA conducted a study in Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, South Korea and the United Kingdom to understand how travelers around the world view food in the United States.

The first part of the culinary study results, included in the January 2015 newsletter, featured traits that make a destination desirable and general food preferences while traveling.

Impressions of Food in the United States

Overall, international travelers feel that the food in the U.S. is about the same as everywhere else. Twenty percent rated the food in the U.S. as better, while 24 percent regarded it as worse (see figure 1). Indian travelers have the most positive view of the food in the U.S. with 57 percent of Indian travelers saying that the food is better.

On the other end of the spectrum, French and German travelers feel that the food in the U.S. is worse compared to other countries. Germans highly value food freshness and sustainability and often consider the U.S. to offer mostly fast food. Though the U.S. is well-known as a destination, 16 percent of international travelers stated that they did not know enough about the food in the U.S. to rate it better or worse.

Figure 1: Rating the food in the U.S.

Expectations for food in the U.S. are generally slightly positive (see figure 2). On the whole, travelers expect the food to be fresh, diverse and affordable. Many international travelers, however, regard food in the U.S. to be neither light nor sophisticated. European and Western markets (U.K., Germany, Australia, France and Canada) tend to have less positive views. Overall, Chinese and Indian travelers tend to have higher expectations for food in the U.S.

Figure 2: Expectations for food in the United States

With American brands like McDonald’s, Pizza Hut and KFC commonplace in major cities in the world, fast food has clearly influenced what the global community thinks about American food. While fast food is certainly a part of the dining landscape in the United States, many travelers find it unappealing and unhealthy.

While that attitude certainly represents a challenge, there is a great opportunity to dispel misperceptions and to educate international travelers. In addition to regional cuisines and specialties that are unique to the U.S., a rich immigrant tradition has incorporated great dishes from all over the world into American dining experiences. The breadth and variety of food options are an advantage that Brand USA seeks to showcase through a variety of programs, including the culinary guide and the launch of a culinary content hub on DiscoverAmerica.com, currently planned for mid-2015.