“Craveability” and culinary expertise are increasingly relevant to UK consumers when choosing where to eat out, with 39% saying they would be more likely to visit a restaurant that offers new or innovative flavours, up from 35% of those surveyed in 2010, according to the latest research by Technomic. The research also found that 31% of consumers were willing to pay more for restaurant meals that showcase new and exciting flavour profiles, with over a quarter (28%) more interested in trying new flavours now than they were a year ago. This trend was being strongly driven by younger consumers aged 18-34, with 43% of that age group seeking new flavour experiences. The report also found that consumers aged 25-34 were the most likely to indicate a greater interest in ethnic flavours and cuisines (40%) up from 33% in just one year. Technomic European vice president Darren Tristano said: “Operators are always looking at new ways to differentiate their brand. Incorporating unique flavours into existing menus can be a low-cost and effective way to grow sales and attract new customers. Focusing on food taste and flavour is a powerful long-term strategy.”