Spice up the taste of success: how spices shape a restaurant's brand

The cultural multidimensionality of spices

The tradition of seasoning dates back to ancient times, but it was not always about enhancing flavor. Spices such as caraway or bay leaves, commonly used in many regions, were valued for their antibacterial properties and used to preserve food, especially meat.

Some spices also had social and symbolic significance. In Slavic cuisine, marjoram was traditionally used exclusively with potatoes due to its digestive benefits. This pairing was so deeply ingrained that detecting marjoram in other dishes was seen as a breach of social norms and even frowned upon. Similarly, imported exotic spices such as cinnamon or nutmeg were symbols of status in European countries, while local herbs were associated with lower social classes.

Over time, some spices have become so emblematic of certain regions that they still serve as identity markers. For example, the French herb blend known as Herbes de Provence is a globally recognized culinary signature of France. But how can we identify other parts of the world through their spices?

Spices in world cuisines

The undisputed global hub of spices, particularly aromatic ones, is the Far East, especially India. This region is the birthplace of turmeric, cardamom, ginger, cinnamon, cumin, coriander, and chili. Indians have also given us spice blends like garam masala, which add depth and intensity to a wide range of dishes.

Another Asian country known for its explosively flavorful cuisine is China. Chinese cuisine is easily recognized by the use of star anise, Sichuan pepper, ginger, and garlic. Key ingredients like soy sauce and rice vinegar enhance dishes with umami and a touch of acidity. Meanwhile, Thailand is famous for its harmonious balance of sweet, sour, salty, and spicy flavors. Essential Thai spices and seasonings include lemongrass, galangal, kaffir lime leaves, chili, and fish sauce, which give Thai dishes their signature freshness and intensity.

The Middle East also relies heavily on a wide range of spices, including cumin, coriander, cardamom, cinnamon, nutmeg, and saffron. Fresh herbs like mint, parsley, and coriander play a crucial role in the region's cuisine, adding lightness and aroma to dishes.

Africa and Latin America also have uniquely diverse traditions of seasoning their dishes. In North Africa, spice blends like ras el hanout are popular – a mixture containing up to several dozen ingredients, including cinnamon, cloves, and nutmeg. The spicy paste harissa, made from chili and garlic, is a staple accompaniment to many dishes from this region. In Sub-Saharan Africa, spices with a smoky and aromatic profile are particularly popular, such as selim pepper and Aframon madagascariensis (also known as Madagascar pepper), as well as ginger and cardamom.

Latin American cuisine is also known for its intense flavors and aromas. In Mexico, chili, coriander, cumin, oregano, and even chocolate dominate the culinary scene. Meanwhile, Brazilian cuisine incorporates coriander, onions, garlic, chili, and fresh fruits, creating rich and balanced flavor compositions.

Against the backdrop of the global feast of flavors, Europe may seem less intense, but is it really? In the Mediterranean region, fresh herbs like oregano, basil, rosemary, thyme, and sage are prominent, along with garlic, olive oil, and lemon. Polish cuisine also holds its own. The flavor of traditional "home-cooked" dishes is enhanced by pepper, bay leaves, allspice, marjoram, caraway, and garlic.

Umami: the key to depth of flavor

In 1908, Japanese chemist Kikunae Ikeda, a professor at the University of Tokyo, was studying the taste of dashi – a traditional Japanese broth made from kombu seaweed. He noticed that its flavor didn't fit into any of the four basic taste categories known at the time: sweet, sour, salty, and bitter. He decided to analyze the chemical composition of kombu and discovered that the unique taste was due to glutamic acid, an amino acid naturally found in many food products. He named this new taste umami, which in Japanese means "pleasant, savory flavor.”

Ikeda's discovery revolutionized the understanding of taste perception and made it possible to create deeper and more complex culinary compositions. Adding umami reduces the need to salt dishes to enhance their flavor – by up to 40%! (The Seattle Times, 2016). Synthetic monosodium glutamate (MSG) was used for decades in cooking and the food industry. Today, however, conscious chefs are returning to the original sources of the "fifth taste."

Why enhancing dishes with umami is worth it – and how to do it naturally

Umami can be added to dishes using both natural and synthetic ingredients. Natural sources of umami include mushrooms, which have been known and used for centuries in Asian cuisine, as well as miso paste (fermented soybean paste), commonly used in traditional Japanese cuisine, and seaweed.

Among more well-known European natural sources of umami are dried and fresh tomatoes, commonly used in Italian cuisine, as well as garlic, particularly black garlic, which is widely appreciated. However, it’s not just vegetables that provide umami; meats, fish, and dairy products also contain this intriguing flavor, though they require specific processing methods to bring it out. Fish, for instance, benefit from additional smoking (like smoked salmon) or drying and marinating (such as anchovies). In dairy, cheeses (e.g., Parmesan) contain the highest levels of umami.

However, what if we don't want to or can't use any of these naturally umami-rich ingredients? A natural alternative to crystallized MSG is yeast extracts or dried yeast, which are widely used in vegan cuisine as a source of savory, cheese-like, or meaty flavors, as well as nori. Freeze-dried, powdered mushroom extracts also work well as a topping – not only boosting the flavor but also adding visual appeal to the dish.

Going beyond salt and pepper: our “Top 5 Spices”!

On the international stage, alongside salt and pepper, the top five most-used spices across various cuisines emerge. Paprika – in its many forms (sweet, hot, smoked) – is versatile, adding both rich color and depth of flavor to dishes. Cinnamon, often associated with desserts, also enhances drinks and savory meat dishes. Garlic, valued for its intense aroma and health benefits, is an essential ingredient worldwide. Cumin (or cumin seeds) is a staple in Middle Eastern, Indian, and Latin American cuisines, offering earthy, slightly nutty flavors. Turmeric, with its vibrant color and warm, peppery aroma, has gained popularity for its anti-inflammatory properties and is increasingly used not only in savory dishes but also in smoothies and cocktails.

New spices are also making a mark on the global culinary scene. Harissa, a spicy chili pepper paste, is gaining recognition as a bold addition to meats and vegetables. Smoked salt, created by smoking over beechwood or other woods, imparts a rich, smoky aroma to dishes. Pandan, highly valued in Asian cuisine for its mildly nutty flavor, is increasingly appearing in desserts and rice dishes. Ras el hanout, a Moroccan spice blend rich in cinnamon, ginger, cardamom, and other aromatic ingredients, adds a complex, deep flavor to dishes. Sumac, a Middle Eastern spice with a citrusy character, is becoming popular as an alternative to lemon, enhancing the flavors of meats, fish, and salads.

Known and loved classics and unexpected flavor combinations

Experimenting with new spice combinations can enrich a restaurant’s menu while also emphasizing the authenticity of traditional dishes. However, before diving into experimentation, it’s essential to first master the combinations that have served as the foundation of culinary traditions for centuries.

One classic pairing is nutmeg with mushroom-based dishes, particularly sauces and soups. This spice is indispensable when it comes to bringing out the deep, earthy flavor of mushrooms!

Another tried-and-true combination is thyme, turmeric, and cumin. This blend, common in Middle Eastern and Indian cuisines, is valued for its aromatic and spicy notes. Meanwhile, cardamom, juniper, and mint create a refreshing composition, perfect for desserts, drinks, and dishes inspired by Scandinavian cuisine.

However, unexpected combinations often open up new culinary possibilities. The pairing of juniper and cayenne pepper combines fresh, woody aromas with a spicy kick, making it perfect for meat marinades. Licorice and turmeric form a duo that blends sweetness with a rich, spicy depth, giving desserts and drinks an intriguing character. Meanwhile, oregano and fish sauce create a unique umami-herb combination, ideal for both Asian and Mediterranean cuisines.

Spices as brand builders

Some restaurants around the world have achieved exceptional mastery in the art of seasoning. Their chefs bring out unexpected flavors from dishes by experimenting with textures, temperatures, and culinary techniques. Here are a few examples of places that prove spices can be the foundation of creative cuisine:

Mugaritz (San Sebastián, Spain) – a laboratory of culinary avant-garde led by Andoni Luis Aduriz. This chef not only combines unusual flavors but also explores the "hidden depths" of spices, experimenting with their textures and the impact of temperature on their aromatic qualities.

The Fat Duck (Bray, United Kingdom) – Heston Blumenthal is renowned for creating unexpected flavor combinations, such as scrambled eggs and bacon-flavored ice cream. He has developed his own barbecue sauce, which includes several ingredients, such as ground ginger, cayenne pepper, and smoked paprika.

The Spice Garden (Cape Winelands, South Africa) – a South African restaurant that celebrates locally grown exotic spices such as ginger, galangal, lemongrass, cinnamon, nutmeg, and cloves. In their intensely aromatic dishes, the spices are not just an addition – they are the main stars.

Pujol (Mexico) – Chef Enrique Olvera taps into authentic Mexican spices such as chili, epazote, and hoja santa to showcase their potential in a new light. He also experiments with traditional techniques, such as nixtamalization (soaking and cooking in an alkaline solution), to draw out the full flavor and aroma of the spices.

Maido (Lima, Peru) – Chef Mitsuharu Tsumura uses a wide range of spices, from the spicy Peruvian ají amarillo and rocoto to subtle Japanese accents such as wasabi and yuzu. The result is dishes that balance the intensity of spices with umami.

Gaggan (Bangkok, Thailand) – Chef Gaggan Anand experiments with the form of spices, presenting them as powders, foams or gels, allowing for new ways to interact with flavor. His groundbreaking approach encourages thinking about spices in terms of technique, not just taste.

Turning flavor into market success

Restaurants that use unique spices or signature blends not only attract guests seeking new flavor experiences but also stand out from the competition. For example, the recipe for the signature (and closely guarded) spice blend at the Texas restaurant Franklin Barbecue causes long lines to form just to get it. Who would have thought that grilling is incredibly popular in the United States and barbecue spices are highly diverse and widely available?

To effectively use spices as part of building a restaurant's brand, it is important to focus not only on the types of spices but also on their origin. Research shows that guests are more likely to choose establishments that emphasize the locality of their ingredients. For example, the fusion Asian restaurant Bizarre in Vilnius serves Asian dishes but prepares them with local Lithuanian ingredients, adding rare Asian spices to enhance the flavors.

Revenue can also be influenced by effective storytelling around spices. According to FoodForum, introducing descriptions of the origin and significance of spices on the menu can increase the average bill by 18%, while allowing guests to purchase local spices or signature blends can boost additional sales by up to 25%. The Thaifun portal cites an example from a restaurant in Kerala, India: those using exclusively local Malabar pepper are perceived as 67% more authentic than those that do not highlight the origin of their spices.

Guest interaction also plays a crucial role. Customizing spices in dishes, such as allowing guests to create their own spice blend for a specific dish ("Create your perfect spice mix for schnitzel"), engages guests and enhances their culinary experience.

Spices can become not only a key element of flavor but also an integral part of a restaurant’s décor and atmosphere. The aroma of fresh herbs, decorations made from edible flowers or dried spices and even displaying them in an open kitchen can elevate the sensory experience for guests.

Spices can also boost a restaurant's prestige. Working with local suppliers and herb growers not only reduces costs (by eliminating import expenses) but also allows the creation of exclusive origin certificates.

The essence of a brand attracts conscious guests

Skillful use of spices allows chefs to highlight the character of dishes in line with culinary traditions, while also creating signature flavor compositions that separate them from the competition. Using spices strategically as part of a brand that appeals not only to the sense of taste but also to emotions is an effective approach for restaurants that aim to stand out in the market and attract discerning guests.

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