Feature: United Plates
Our pals across the pond are the ultimate purveyors of hearty soul food – but how do you nail an Americana offering in a market that’s already so full?
Crispy hot wings, sticky ribs and ooey-gooey cookie dough that melts in the mouth. Welcome to America – land of the free, home of the brave and global hub for the ultimate comfort food eats.
“Americana cuisine has always held a special place in the hearts of UK consumers,” says Kevin Lee, head of brand and marketing at The Cumberland, part of the Guoman Hotels portfolio. “Brits have been overtly exposed to American culture through blockbuster movies, chart-topping hits and fashion trends, among other cultural identifiers. American cuisine – namely burgers, fries and hotdogs – has always been a firm favourite within the UK market, as well as with tourists from all over the world.”
All American
Today, customisation is a big part of the out-of-home dining experience. With American fare in particular, it’s clear that consumers appreciate the freedom of tailoring meals to their tastes, whether it’s choosing their burger toppings, selecting their favourite sauces or building their ideal thick ice cream shakes.
“At Mollie’s, we try and focus on authenticity and simplicity with a focus on quality ingredients, cooked well without gimmicks,” says Kate Brooke-Green, head chef and head of food at Mollie’s Diner. “By offering simple options and add-ons on certain dishes, guests are able to create a meal that’s uniquely theirs, all while maintaining that classic Americana vibe.”
Tom Williams, head of marketing at The Breakfast Club, has also acknowledged the rise in demand for customisable dishes. “It’s nothing new, especially if you look at the many diners in the US,” he observes. “You’ll always find a customisable breakfast plate or an ‘eggs any way’ with an ‘add this’ or ‘add that’. Guests love choice and know what they want. That’s why we’ve recently embraced customisable plates on our latest run of menus.”
In its current iteration, The Breakfast Club menu has taken its three most popular ‘bases’ – fluffy pancakes, eggs on toast and smashed avocado on toast – and empowered guests to build their own breakfast by picking any two add-ons for a set price. “On one visit you could pick a Pancake Plate and top it with bacon and berries, on another you could go for an Eggs All Day plate and enjoy scrambled eggs on toast with fried green tomatoes and chorizo. The combinations are endless and nothing is off limits – we’ve even had guests top pancakes with a fried egg and strawberries. Whatever floats your boat! We’re aiming to roll out these build-your-own dishes across all our cafs, including St Pancras.”
Remember that your guests are seeking different experiences at different times, so offering the perk of customisation through either your food, service, atmosphere or technology can help give you an edge over competitors.
As James Hamilton, head of innovation at The Tofoo Co, explains: “Individual customisation is a key part of keeping your diners happy. They expect to be able to eat something unique to fellow guests, even when dining together. The constantly evolving ‘I want it my way’ cultural change in attitudes is also a factor in the popularity of customisation. Customers want diversity, even if it’s as simple as eating something familiar but with a contemporary twist.”
So, what Americana dishes provide a canvas for personalisation? With the right equipment at hand, chefs can make brilliant loaded fries, wedges, tots or any other potato carrier with speed and efficiency. “The increasing move towards ordering a selection of fries and side dishes for the table is not slowing down anytime soon,” says Michael Eyre, product director at Jestic. “Loaded fries are an incredibly popular, quick and informal menu option, not only for chefs to create but also for consumers to enjoy.”
When seeking a base that can be easily adapted to a customer preference, operators can’t go wrong with pancakes and waffles, according to Williams. “Pancake Day is basically our Christmas day,” he chimes. “The All American is the dish that made us D-list celebrity famous, and our hero sweet pancake stack – Pancakes, Cream & Berries – is the go-to dish we see tagged on Instagram.”
But it’s not only The Breakfast Club menu that champions all things Americana; the interior décor and general vibe seen across the estate do a great job of transporting guests across the pond while still firmly rooted on UK ground. “You’ll find nods to the US in the look and feel of all of our cafs,” he adds. “Whether that’s Wes Anderson-inspired vending machines in St Pancras where you could imagine Dale Cooper of Twin Peaks fame ordering his coffee (sadly they’re all smoke and mirrors, but they look incredible – if we do say so ourselves!), or countertop bars in our Seven Dials and St Pancras cafs, where guests can sit, eat a stack of pancakes and chat to the barista who’s pouring them the perfect cup of joe!”
At Mollie’s, on the other hand, the essence of America is brought to life through vibrant red neon signs, bottomless coffee and a menu packed with classics like burgers, shakes and loaded fries.
“Our design and innovative technology bring a modern twist to the nostalgic experience,” says Brooke-Green. “Our commitment to quality ingredients and simplicity earned us the runner-up spot in the 2024 National Burger Awards.
Pancakes galore at The Breakfast Club
“Our best-sellers include our signature Mollie’s burger, creamy milkshakes, our honey-glazed chicken and our all-day breakfast, all of which capture the spirit of the American diner. We’re also excited about our drive-thru, launched with a new nostalgic menu on 9 July, testament to our commitment to evolve the menu.”
Mollie’s signature style seamlessly blends old-school charm with modern convenience, taking beloved elements of Americana and infusing them with the sophistication of Soho House, which owns and operates the brand. “Our innovative amenities like EV chargers and digital check-in, paired with our thoughtfully designed spaces, warm service and affordable prices, create an experience that our guests love,” adds Brooke-Green. “We’re not just offering a meal; we’re offering a memorable stopover on your journey.”
Bigger is better
True, authentic American grub is about big, bold, punchy flavours that pack a sensational taste. Traditionally, Americana flavours come from marinades, rubs or sauces that are common in US culture, making it a relatively simple cuisine for chefs to replicate in a commercial kitchen environment.
“When it comes to creating standout American meals for a typical on-trade menu, the key is always consistency,” says Fergus Martin, development chef at Major International. “Using quality, fresh and, where possible, seasonal ingredients, combined with a base product that achieves a rich depth of flavour and uniform consistency, chefs can create a standout dish that commands repeat business from regular customers.”
Never underestimate the impact of the classics; after all, these staple dishes have earned their GOAT (greatest of all time, for anyone born pre-millennium!) status for good reason. But whether you’re talking burgers, hotdogs or any other US-inspired fare, you must strive to uphold the highest quality while still providing good value.
“In the last few years, we have seen a wide range of playful flavours hit menus,” notes Samantha Winsor, marketing manager at Lantmännen Unibake, which owns the Americana brand. “These innovative options keep things fresh and tap into trends, driving customer interest in return. However, sometimes you just can’t beat the classics. There will always be a subset of consumers who want to stick to what they know – and you can’t beat a classic burger!”
Burgers offer a fantastic foundation to add some global pizzazz, and chefs should be encouraged to experiment with different ingredients to make their signature options stand out. With a Kerrymaid survey finding that 25% of consumers are keen to explore Mexican flavours in burgers, and 23% claiming they’re open to Caribbean-inspired options, the introduction of ingredients from around the world can bring a new spin to your menu. But as Kerrymaid brand manager, Karen Heavey, advises: “The way your burger is described can make a huge difference. Our research found that ‘juicy’, ‘melted’ and ‘tender’ are the top three words most likely to encourage consumers to pick a particular burger. It’s also worth shouting about your ingredient credentials where possible, as consumers like to see phrases such as ‘award-winning’ and ‘locally sourced’.”
According to Lee, the London food scene places huge emphasis on the humble burger. But, he muses, while smaller smash burgers have certainly made a comeback, demand for the more indulgent big-portion burger is still very much alive. “We have a big burger on our menu, inspired by one of the city’s most iconic forms of transport. It’s called the ‘London Double-Decker’, featuring two steak burgers stacked high with melted cheddar cheese, red onion, pickles and beef tomato. We also take inspiration from all over America in our brand-new sharing platters, taking influences from the Deep South and tapping into the sharing plate trend that’s sweeping the capital. Our Smokehouse Platter, for example, boasts BBQ-glazed smoked feather blade of beef, pulled pork shoulder, glazed pork ribs, Texas hot link sausage, corn ribs, BBQ ranch beans, red cabbage slaw, pickles, tear ’n’ share mezzaluna bread, plus creamy mash and gravy.”
Everything really is bigger in the States, but when we say ‘think big’ with your Americana menu, rest assured that we’re not just talking about portions. Offering something outside of the norm is a surefire way to set your brand apart from the competition, whether it’s in your menu, your branding, your community engagement or anything in between.
Take The Cumberland as an example. The hotel has a strong American musical heritage, with clientele including the likes of Buddy Holly and Motown artists from across the decades, as well as more recent regulars such as Katy Perry, Lady Gaga and Dasha. “We can’t forget, of course, our most well-known resident, Jimi Hendrix, who had his own permanent suite in 1970,” says Lee. “It’s important to keep the musical heritage alive so we host a slew of live music weekly. We’re always keen to tie our concepts in with cult American moments; for instance, we recently launched a Back to the Future Afternoon Tea in collaboration with The Adelphi Theatre’s Back to the Future: The Musical, which is currently taking the West End by storm, and, to celebrate the launch of the new Mean Girls movie this year, we hosted an activation called ‘On Wednesdays, we wear pink’. Any customer that came to our restaurant SOUND on a Wednesday, wearing pink, could enjoy a Mean Girls-inspired cocktail on us.”
Americana-themed events hosted in-venue can really spice things up and provide additional context to your F&B offering. As Jennifer Handley, brand manager for Lion Sauces (part of AAK Foodservice) suggests: “BBQ nights or sports gatherings featuring iconic American snacks such as Buffalo wings and hotdogs can draw a crowd and create a fun, buzzing atmosphere.”
Party in the USA
Elevated comfort food, oozing with soul and packed full of flavour, is the order of the day in the Americana segment. Here, customisable dishes are bound to win big with guests, while the classics provide the ultimate bedrock for big, bold ingredients and new interpretations. And if that’s not enough to spark your team’s United States culinary adventure, Williams offers some parting advice: “There’s only one way to make the most of Americana cuisine – visit America! Go to the IHOPs, experience the 24-hour diners and sample the breakfasts that have been served to hungry Americans for generations. It’s the only way to do it properly. Go, live it and, more importantly, eat it!”
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