May has ushered in the celebration that is Asian American, Native Hawaiian and Pacific Islander Month (AAPI). It’s also a chance for your restaurant to connect with more customers and promote the contributions of your local AAPI community.
Participating in AAPI events and promotions not only attracts new customers but can help strengthen the relationship between your restaurant and other area businesses. AAPI-inspired cuisine represents a significant part of the American culinary landscape, which means your restaurant can also offer something fresh and fun while acknowledging the history and contributions of Asian Americans, Native Hawaiians, and Pacific Islanders, not only this month, but moving forward as well.
Spice Up Menus
Offering discounts and signature dishes are standard for holiday promotions, and this month, you can get creative with LTOs inspired by Asian, Hawaiian, and Pacific Islander cuisine. Consider a theme devoted to different Asian or Pacific regions. And rotate a daily special for desserts, appetizers, or drink specials throughout the month. Incorporate music or storytelling that relates to the themes for an authentic experience. Honor the scope of AAPI cultures by:
- Highlighting menu items inspired by Asian and Pacific flavors and ingredients, including lemongrass, soy, sesame, ginger, wasabi, and coconut, among many others.
- Creating authentic dishes to serve for the month. Pull inspiration from popular dishes such as Korean-style short ribs, Hawaiian poke bowls, or Pho Vietnamese Beef Noodle Soup.
- Using items already on your menu for some fun fusion flavors such as ramen burgers, Thai curry chicken pizza, or teriyaki chicken quesadillas.
- Slightly switching up your cooking applications to wow customers while honoring techniques inspired by AAPI cultures, such as braising, stir-frying, smoking, and noodle-pulling.
Community Collaboration
While the cuisine is the star of the show, it’s important to engage with your local APPI community and area businesses. It’s an opportunity for you to attract new customers, while supporting APPI-owned small businesses.
Partner with AAPI-owned businesses for combined promotions or specials, such as a meal discount with proof of purchase from a local AAPI business. Or host a fundraiser with signature AAPI dishes and donate part of the proceeds to support organizations that support the community. You could also host a cooking class or workshop to teach customers about traditional Asian American Pacific Islander cooking techniques. Think about displaying artwork, literature, textiles, or other creations by local members of your AAPI community to increase awareness.
Celebrate on Social
Harness the power of social media to share AAPI promotions and events throughout the month and beyond. Showcase AAPI employees, vendors, or others that contribute to your restaurant’s success. Use your email list to send a newsletter with a list of promos or events your restaurant is running or supporting.
Educate your followers by sharing stories about notable Asian American Pacific Islander culinary figures and unique trivia about each culture. Or provide resources for customers to learn more about Asian American Pacific Islander heritage. Add hashtags to increase your outreach.
Looking for other ways to add a diverse range of flavors to your menu not only this month, but in the future? Asian Pride features rice varieties, vegetables, sauces, and a myriad of other ingredients sourced from different Asian countries. The portfolio is an authentic, diverse resource to help you honor Asian and Pacific Islander culinary cultures throughout the year.
