Most restaurants' cuisine is ethnic in nature. What are the characteristics of ethnic restaurants? 
Ethnic restaurants are distinguished by their commitment to closely following the ethnic traditions of a particular nation: not only in the menu, but also in the interior, staff dress, musical accompaniment, and even in the name. To be considered an ethnic restaurant, a menu alone is not enough – all elements of the concept must be consistent with the restaurant's image. If this doesn't happen, consumers may simply not accept the establishment. For example, if a restaurant has a modern interior style but emphasizes Ukrainian cuisine, not only can't it be considered ethnic, its concept will also evoke some dissonance. This is because certain types of cuisine automatically dictate certain conceptual solutions, including the interior and exterior, staff uniforms, and even tableware and cutlery.
There are many such "mandatory" types of cuisine: Ukrainian, Georgian, Armenian, Japanese, Chinese, Moroccan, Uzbek, Indian, and so on. In short, these are the cuisines of nations with strong cultural traditions that differ from international ones. However, there are cuisines that don't impose such obligations. These include, first and foremost, European cuisine (that is, a mix of European cuisines), home-style cuisine, American cuisine, French cuisine, Italian cuisine, as well as mixed and specialized cuisines (fish cuisine, pastries). Perhaps the popularity of European cuisine in restaurants and cafes is due to its international nature and its adaptability to any interior design concept. Ukrainian cuisine ranks second in popularity (particularly in Kyiv) (just as Russian cuisine does in Russia). However, for a Ukrainian national restaurant, there is a certain template that unites all establishments of this type. In addition to specific menu items (borscht, vareniki, krucheniki, uzvar, and others), there's also a distinct interior design (an abundance of wood, dried herbs, and rural household items) and a tradition of dressing the staff in traditional clothing. All these attributes not only help the restaurateur design the restaurant but also help consumers determine what to expect.
Eastern establishments, particularly Japanese ones, have even more rigid patterns. Although few sushi and sashimi lovers in Ukraine have tried them in Japan or even visited establishments there, clear characteristics of a Japanese restaurant or café have developed in our country. These include, first and foremost, a light, minimalist interior based on contrasts (black and white), dark furniture, special tableware, set mats on the tables, and chopsticks. And, of course, a menu featuring traditional Japanese dishes and drinks.
But, for example, in establishments serving Italian cuisine, there are no such templates. Italian restaurant interiors don't have any generally recognized characteristics. Italian dishes like pizza and pasta are generally international. This is why pizzerias can vary widely in style and even price range (they include fast food joints, cafes, and restaurants). Italian cuisine doesn't require adherence to ethnic traditions in every way.
- So, ethnic restaurants appear because certain types of cuisine are not perceived without the appropriate setting?
- That's the first thing. Secondly, immersing oneself in certain national traditions is a good way to attract customers. Certain national traditions make the establishment easier to perceive. Just by the name of an ethnic restaurant, consumers can already guess what the menu will be like, what the interior will be like, and what to expect from a visit. A brief description of the establishment is enough to give them an idea. This shortens the consumer's journey to the restaurant, as the restaurant's concept is clear to them. In fact, an ethnic restaurant is often a win-win for the restaurateur if a particular ethnic cuisine is truly in demand in the city and the execution of the concept matches the stated ethnic focus.
How popular is the ethnic restaurant format in Kyiv right now? And why?
Non-ethnic European cuisine currently leads the way (in Kyiv), with Ukrainian cuisine coming in second. This may be because our people are quite conservative and prefer familiar dishes. Innovators eager for new, unfamiliar dishes and exotic cuisine typically make up no more than 10% of the population, while among those aged 18-25, it's around 25%. Japanese cuisine and seafood are third in popularity. European-focused establishments also include sushi on their menus, but recently, the ethnic Japanese restaurant or sushi bar format has become increasingly popular, across a wide range of price categories. Italian restaurants are very popular, as is pizza. However, some ethnic establishments have yet to enter the market; for example, Kyiv still doesn't have a single Greek restaurant. (Editor's note: Kyiv does have a Greek restaurant called "Olvio")
- Do ethnic restaurants have any cultural and educational value?
- Absolutely. Where else can you eat with chopsticks if not in a Japanese restaurant? When such establishments began appearing in Ukraine, there was a brief introduction to traditions. Even Ukrainians themselves find an educational element in Ukrainian ethnic restaurants, as we don't prepare all ethnic dishes at home or even know them. Ethnic restaurants often feature traditional music, meaning consumers absorb some of the culture regardless.
Is it possible to become seriously interested in a country by visiting an ethnic restaurant? Or is it more common to have the opposite effect: when interested in a country, people go to try its national cuisine?
It's unlikely that an ethnic restaurant aims to educate; restaurateurs are more likely trying to capitalize on demand for a particular cuisine. However, if someone really likes a particular cuisine, they'll likely eventually want to try its original dishes (if they can afford it, of course). It's quite possible that in their ethnic homeland, these dishes will be completely different, and there may even be some disappointment, because the person is accustomed to their "processed" flavors, and the original dishes will seem bland.
Author Olga Nasonova
The interview was conducted by Nina Khodorivska
Source: http://www.lasoon.com.ua
