Tandoori tastes: perceptions of Indian restaurants in America

The USA is culturally and ethnically diverse and becoming more so. This diversity is reflected in the variety of cuisines available both in stores and in restaurants. Trends show a movement towards trying out new and exotic foods, increasing interest in vegetarian items, as well as a growing use of spices, herbs, and hot peppers. Asian foods are getting more popular with cuisines from China, Thailand, and Japan in the lead. Indian cuisine is hot, spicy, flavored with herbs, and offers many vegetarian options. This study examines the perceptions of White Americans, South Asians, and those of other ethnic origins in their perceptions of the food and service in Indian restaurants in the USA. The findings of this study suggest that there are universal likes/dislikes as well as differential perceptions between ethnic groups. Implications for researchers and operators of Indian restaurants are provided.