The Asian Quick-Casuals (4/4)

Quick-casual Asian and noodle restaurants are doing a great deal to familiarize the dining public with new flavor profiles, which they can sample in a non-threatening, inexpensive atmosphere. Asian chains bring not only Cantonese standbys, but also select Thai, Vietnamese, Japanese, Korean and other Asian dishes, to a wider audience. Because recipes can easily be modified to take advantage of taste trends, this educational function is likely to continue. These flavor profiles may in turn “ trickle down” to other chains, as may some of the Asian and noodle chains’ more idiosyncratic fare ( such as Chinese Chicken Salad of chocolate-covered wontons.) Global noodle chains have been even more freedom to play with preparations, flavor profiles and flavor layering. These are the locations where some diners first tasted ethnic-restaurant dishes such as pad Thai (albeit an Americanized version). If this sub-category survives and prospers, these chains have substantial power to disseminate new flavor and preparation ideas among the chain-patronizing public. Like all chain restaurants, these concepts threaten independent restaurants because of their economies of scale, ability to command the most profitable real estate, and the brand-name reassurance they offer consumers. Yet they may also have the effect of driving consumers to experiment with more authentic versions of the “ watered down” Asian dishes they have introduced.