Forty-four percent always prefer completely authentic fare, while 23% say their preference changes based on the cuisine.  Over 35% like to explore regional varieties of mainstream ethnic cuisines to try new foods and flavors.  Among the 87% of consumers who ever order ethnic fare or food with ethnic flavors, 36% like to explore regional varieties of mainstream ethnic cuisines to try new foods and flavors.

Source: technomic.com

Lightbulb Moment: The concept of Authenticity is grounding for consumers, it is something they can hang their hat on and point to as fact.  In times of unrest – political, social, economic, or other this becomes more of a beacon that attracts consumers.  If you are introducing a new product with a global flavor – you have one chance to get it right or consumers will turn their backs.  Be authentic, be accurate, think regional, and if you can get someone’s grandma’s recipe – even better.