If pub chefs were to capitalise on rising interest from consumers in dishes from other parts of the world, then they had to be done as authentically as possible, Richard Webber, from consumer research firm Cambridge Direction.
'You've got to deliver'
"An Asian or Vietnamese dish on a menu is going to be very attractive to a customer but then you've got to deliver on that," he told the Publican’s Morning Advertiser in this exclusive podcast.
"[Pub chefs] have got to think about the local competition. If you give a Thai curry that doesn't have the little extras, it's like buying a bunch of flowers from the garage forecourt – it's not the real thing."
Meanwhile, Premier Foods released its top food trends for 2016 earlier this week. Find out what dishes you should be considering for your menu.