Regional Romances

Regional cuisines are gaining momentum across foodservice, with Basque (+24.8%) and Cantonese (+26.1%) leading growth, alongside rising interest in Milanese (+13.5%), Tuscan (+8.6%) and Sichuan (+8.6%)*. It's a clear opportunity to move beyond broad national cuisine and highlight the distinctive flavours of individual regions.

Regional cuisine appeals across all age groups, but different generations are drawn to different regional flavours. Consumers aged 45+ show the strongest interest in established favourites such as Cantonese Chinese and Sicilian Italian, while younger diners are more likely to choose Neapolitan, Northern Thai and Hunan cuisine.

Diners increasingly want food that reflects genuine regional traditions, but authenticity doesn't have to mean strict replication. Respecting regional ingredients, recipes and cooking styles while adapting dishes for different occasions allows operators to balance credibility with creativity.

Every region has its own flavour identity. Think fragrant Northern Thai herbs such as kaffir lime leaves, smoky Texan flavours, Sicilian citrus fruits and flavours, warming Goan spices or the distinct kick of Sichuan peppercorns. These regional flavours and cooking styles bring greater variety, depth and character to menus.

Social media and travel are inspiring a new generation of diners keen to try new foods. From memorable holiday meals to viral Instagram and TikTok posts, people are becoming more interested in authentic regional specialities and are looking to find these dishes when they eat out.

Regional cuisine is moving beyond specialist restaurants and becoming more visible across UK foodservice (up 10.4% on menus)*. From Basque small plates and Sichuan noodles to Texas barbecue and Keralan curries, operators are broadening menus to reflect consumer interest in distinctive regional specialities.

A fiery speciality from China's Sichuan region that combines tender chicken, dried chillies, Sichuan peppercorns and aromatic spices in a richly flavoured broth. Perfect for sharing, it offers operators an easy way to introduce diners to the bold, warming flavours of regional Chinese cuisine.

Originating in Sicily, arancini are crisp, golden rice balls filled with ingredients such as slow-cooked ragù, mozzarella or mushrooms. Ideal as bar snacks, starters or sharing plates, they offer operators an easy way to introduce regional Italian food in a familiar, crowd-pleasing social format.

This fragrant South Indian curry combines white fish with coconut milk, turmeric, curry leaves and gentle spices for a lighter, aromatic alternative to richer curries. It's an easy way to showcase the distinctive flavours of Kerala while appealing to diners seeking authentic regional dishes.

With its caramelised top, creamy centre and rustic appearance, Basque cheesecake has become a modern dessert favourite. Originating in northern Spain, it offers a simple yet indulgent way to introduce diners to one of the country's best-known regional specialities.

A creamy coconut curry noodle soup from Northern Thailand, khao soi combines egg noodles with a rich coconut broth, tender chicken or beef and crispy noodles for texture. It introduces diners to the regional diversity of Thai cuisine while fitting demand for warming bowls.

A one-pot Louisiana classic, jambalaya combines rice with chicken, sausage or seafood, alongside the bold Cajun and Creole flavours the region is famous for. Rich, hearty and packed with character, it brings a taste of the American South to menus.

Create themed menus, limited-time specials or rotating regional showcases inspired by a single destination rather than an entire country. From Sicilian street food to Louisiana comfort dishes, focusing on one region allows operators to showcase its flavours, ingredients and traditions.

Introduce one regional special each week or month to test customer demand without changing the core menu. It's a simple way to trial new dishes, generate repeat visits and discover which regional flavours resonate most with your customers.

Introduce diners to Basque-style pintxos as an alternative to traditional tapas. These small, premium bites are ideal for bars, pubs and events, encouraging grazing, sharing and trial while showcasing regional Spanish flavours in an easy-to-serve format.

Regional street food offers an easy way to introduce new flavours. Handheld wraps, filled flatbreads, noodle bowls and small bites inspired by regional cuisines are ideal for grab-and-go lunches, sharing plates and limited-time specials, encouraging diners to try something new with confidence.

Showcase provenance and bring menus to life by highlighting the region, ingredients and traditions behind signature dishes. Whether through menu descriptions, point-of-sale materials or themed promotions, sharing a dish's origins adds depth to the dining experience and encourages customers to explore something new.

Turn regional cuisine into an experience with themed menus inspired by seasonal celebrations, sporting occasions or destination-inspired food weeks. From Punjabi curries and Cantonese barbecue to Provençal summer dishes and Southern Thai curries, regional themes create memorable promotions and new reasons for customers to return.