TIPS ON ADAPTING F&B CONCEPTS FOR NEW MARKETS

Written by Madeline McLeary 

Cross-cultural mixing and the presence of international cuisines beyond their countries of origin has never been more prevalent, particularly in international hubs like London, New York, or Dubai.  

Hospitality and F&B trends in one market are increasingly influenced by those in entirely different markets, creating a kind of interconnectedness across global food scenes. 

However, the process of localisation remains as crucial as ever when developing new or adapting existing concepts for different global F&B scenes. Tailoring offerings to align with local tastes, cultural preferences, and market conditions is needed to resonate with local consumers. 

WHAT IS F&B CONCEPT LOCALISATION? 

Concept localisation is the process of ensuring a food and beverage (F&B) concept—including its overarching direction, menu, and brand approach—is tailored for its entry into a new market.  

Depending on the project, this might involve extensive research and significant modifications to prepare a concept for a vastly different environment; or it might require only minor adjustments to the restaurant's menu. 

Supply chain issues and the availability of ingredients locally in different markets are also considerations, which can influence the individual dishes that are served in a venue, as well as the cost of producing them.  

One recent example, when adapting a fast-casual burger joint from Philadelphia, USA, for a highly international consumer base in Dubai, UAE, minimal consideration and few changes were needed overall due to the global familiarity with American-style burger venues.  

In contrast, when introducing an authentic Saudi restaurant concept to Japan, greater challenges were presented due to Saudi cuisine being relatively unknown to Japanese customers paired typically with hesitation for experimentation with foreign concepts and brands they’re not familiar with.  

Among other things, the localisation process involves careful consideration of cultural preferences and an emphasis on building awareness and acceptance of the new cuisine. 

1. BUILD A MARKET PROFILE 

To eliminate guesswork, develop a detailed market profile that will inform critical adaptation decisions and guide your localisation strategy. 

• Food Traditions – Understand local dining customs, typical mealtimes, and communal eating practices. This includes knowing what foods are traditionally eaten during specific holidays or celebrations, or what kind of produce are not consumed normally due to religious or cultural reasons or supply chain factors.   

• Flavour Preferences – Identify the dominant flavours in the local cuisine, such as spiciness, sweetness, or sourness, and how these preferences might influence the reception of your menu items. 

• Preferred Cuisine Types and Styles – Determine which types of cuisine are most popular in the market, whether it’s street food, fine dining, fast casual, or ethnic cuisines, and how your concept can fit into or complement these preferences. 

• Existing Awareness of International Cuisines – Assess the level of familiarity and openness to international cuisines among local consumers, including any preconceived notions or popular adaptations of these cuisines. 

• Cultural Sensitivities – Recognise any dietary restrictions or cultural taboos, such as prohibitions against certain types of meat or the use of specific ingredients, to ensure your menu is respectful and appealing to local consumers. 

• Portion Sizes – Factor in standard portion sizes for the local market and how this might be influenced by specific locations, venue types and other contextual considerations.

2. SPARK JOY THROUGH RECIPE ADAPTATION 

Beyond mitigating the risk that your audience won’t like how a dish tastes, adapting recipes to cater to local flavour preferences offers a unique opportunity to offer something unexpected guests.  

Even when dealing with classic meals that could remain unchanged, tweaking or adjusting a recipe to suit local preferences can potentially help food experience resonate with diners on a deeper level. This might involve increasing the ratio of certain spices and seasonings or ensuring that favourite local condiments accompany the dish. 

On a larger scale, adding entirely new meals or hero dishes to a menu that are highly aligned with local tastes can significantly enhance the menu's appeal.

These also offer “hooks” that can be showcased through brand communications and marketing, helping to entice local diners who might otherwise not feel moved to experiment with a new concept or cuisine type.  

3. DON’T GO TOO FAR 

Ensuring the successful localisation of a concept involves striking a delicate balance. While it's necessary to adapt to local preferences, it's equally important to preserve the core identity of your concept and what makes it special.  

These foundational elements communicate your concept's identity, proposition and purpose, consistently across all markets. 

While diners appreciate adjustments that cater to local tastes, they also seek genuine food experiences that highlight the venue's quality and distinctiveness. Unchecked localization efforts can inadvertently dilute your concept’s power and deteriorate brand integrity and equity.

4. ADJUST SERVICE STYLE FOR CULTURAL CONTEXT

In Japan, the service style in restaurants is often formal and highly polished. Staff members are often trained to provide impeccable service with a strong emphasis on politeness, precision, and respect—not overstepping their position by being overly forward or direct.   

Meanwhile, American dining culture places a high value on personalisation and customer engagement, where servers may introduce themselves by name, check in frequently to ensure customer satisfaction and initiate friendly conversations with guests.  

These are extreme examples that don’t apply to all establishments in either country but should help illustrate how service styles can differ. Again, in some cases, this may be a minor consideration, while in others, defined guidelines for service and training for staff is key for F&B concepts to succeed in a new cultural context.  

The end goal should be an experience that brings a genuine level of authenticity, borrowing from the concept’s original influences, while also being culturally appropriate for each country the concept is brought to life in.