Trend Insights: Asia’s Fast-Food Playbook

Our panel of experts weighs in on further opportunities inspired by global quick serves. See Asia’s Fast-Food Playbook for the full article.

Savvy Asian operators lead with consumer-friendly dishes like fried chicken, pastries and tea beverages that serve both to disarm wary American diners and also to invite
further trial.

—Nancy Kruse, President, The Kruse Company

These brands offer quick, cost-effective meals with global flavors boasting mass appeal. From Gen Z to Gen X, diners are less afraid to go outside their comfort zone. The opportunity to experiment with and implement new flavor combinations without alienating your core demographic has never been greater.

—Adam Moore, Chef/President, Flashpoint Innovation

These Asian chains offer trust plus discovery. They are established brands elsewhere but new to U.S. consumers, creating a ‘safe adventure’ dynamic.

—Claire Conaghan, Trendologist and Associate Director of Publications, Datassential