Mutual trends
Such is the power of American concepts that the USA and McDonald's are as intrinsically linked as Britain and the Royal family. The image of a large golden "M" backed by the smiling Ronald McDonald clown is an icon not just across the Atlantic but across the world.
The way in which US ideas and brands are successfully exported has had a huge impact in all industries, as UK hospitality is all too aware. In the food service, hotel and restaurant sectors (albeit, in the last of these, more in the area of fast food than fine dining), American ideas tend to set the next trends for Britain.
Certainly, there is a lot to learn from the world's remaining superpower. But, even for America, it is not always success after success. Some exports, such as Planet Hollywood, haven't worked worldwide. Its British founder, Robert Earl, blamed the group's difficulties on having to cut its losses and sell off a large number of eateries after over-expansion in 1996 and 1997.
However, such is the adaptability of the UK market that most imported US ideas do find a home here. These can range from the Disney ethos of upbeat theatrical-style management to the sometimes hyper-enthusiastic way customers are greeted: "Hi, my name's Brad, I'm your waiter for today…!" Automatic tipping, as much as 20% in some restaurants, has also crept in.
Then there are the US cultures that have become almost quintessentially British. Who could have predicted that coffee shops would make such an enormous impact on a nation of tea drinkers? Starbucks, which opened in the UK only two years ago, already has 132 outlets and plans to increase this to 300 by 2003. Sandwich shops have become another way of life - wraps are a "very now" fashion, while shops such as Subway are becoming a familiar sight on the high street.
In the hotel sector, US brands are gaining more prominence in the UK. Among the most recent to be brought to Britain are Days Inn and Howard Johnson, both owned by Premier hotels, which has committed £300m to investment in the hotels and plans to open more than 60 during the next three years.
And, of course, there is the growing power of the Internet. About 50 million Americans used the Web to research their travel arrangements in 1999. The UK is starting to follow suit, with an increase in on-line bookings and Web surfing by diners looking for a restaurant among the plethora of Internet sites which have sprung up in the past two years.
Does all this US influence spell the end of British culture, or is it merely helping the advance of the UK's own hospitality industry?
What the industry thinks
Caterer asked top figures in the hospitality industry, including those working for US-based companies, how much they look across the Atlantic for new concepts - and what, if any, changes need to be made to those ideas.
Stefan Breg
director of food and beverage, Thistle Hotels
"[Americans] have the ability to look globally for food influences and all the fusion stuff that come with them.
"Ideas would have to be modified for the British market because they would have to be sensitive to UK labour costs, labour legislation and property costs. Britain is a much more competitive market, in that you can walk to and from each establishment. In the USA, they are usually a good car ride from each other.
"I think the next big things from the USA will be fusion and steak houses."
Clare Prowse
director of sales and marketing, Avenance (which incorporates High Table, Catering & Allied, and Brian Smith)
"[Main] American influences are coffee and juice bars. We have responded by introducing juice bars into large staff restaurants, and are planning to launch the first one at Arthur Andersen at the Old Bailey.
"We have developed Mojo, our in-house coffee bar, in response to Starbucks and Costa, and theatre-style cooking is also popular. Service is something the Americans are excellent at, and we are working on a Disney-style method of recruitment and training. Next trend we see is for hot salads made to order by the chef, such as Caesar salad with chargrilled chicken."
Michael Gottlieb
president of the Restaurant Association and proprietor of Café Spice restaurants and Pencom (Service That Sells) UK
"With influences, you try not to be so damned obvious about copying something. We are just magpies and we absorb things.
"Everybody is saying that Mexican will be the next big influence. But I will put money it won't be as big over here. It works in America because it has two key ingredients - Mexicans and Mexican ingredients. I think the days of crazes are pretty much over."
