Tapas: the great career of the small snack
Tapas is the plural of the word tapa, "lid" in Spanish. However, in restaurants or increasingly popular tapas bars, you will not find a specific dish, or even a set under this term, like with other foods. This is because the word tapas does not refer to a specific dish, but rather to its size.
How did tapas become a trend?
When ordering tapas, we can expect a selection of items from the menu in the form of small portions arranged on a board or plate. The classic option includes chorizo sausage and Manchego cheese with bread, tortilla de patatas, or pipirrana (a salad made of tomato, onion, green peppers, and cucumber, often with hard-boiled eggs or fish and seafood). A charcuterie board may feature serrano ham, accompanied by the traditional ensaladilla rusa (vegetable salad with tuna and mayonnaise). A variety of skewers and even soups is also popular.
Spanish snacks have become popular for their attractive appearance and variety, but there is more to them than that. As Rafael Ansón, director of the Royal Spanish Academy of Gastronomy, notes, "tapas is a way of eating." Indeed, the Spanish "little something" has become something far deeper and more personal; it has defined an entire food culture. The unwritten rule "tapas are not to be eaten alone" attracts people hungry for interaction to the communal table and makes tapas bars loud and cheerful. Interestingly, in Spain, it is believed that disturbing things should not be discussed while eating tapas.
Small plate, enormous pleasure
Tapas were quite popular even before the pandemic, thanks mainly to the "millennial generation. According to a 2014 study conducted by the Food Institute in the US, this generation's dining preferences were already leaning toward "small plate eating," a form that includes tapas.
As the authors of the study pointed out, millennials are usually looking for three types of dining experience when eating at restaurants instead of at home.
- Flavors from all over the world, life in the age of technology and the internet arouses in guests the need to try dishes inspired by different cultures, preferably at the same time. This need is met by tapas, the versatility of which allows many cultures to be interwoven in one meal.
- Relaxing with friends - the unique vibe of tapas bars makes them one of the best places for an evening meeting and interesting, uplifting conversations.
- Food as a form of entertainment - the content of a plate today is so much more than just fuel for the body. The unique and fascinating ritual of eating tapas is now a form of entertainment and self-expression.
How can tapas boost profits of a restaurant?
Tapas, as snacks created for sharing, provide the ultimate level of human interaction. From a restaurateur's perspective, these seemingly inconspicuous menu items can be a real gold mine!
First, tapas have a positive effect on the atmosphere of the place: it sharpens appetite and stimulates conversation, which attracts the attention of more potential customers. A tapas restaurant will have longer tables with benches instead of the traditional two- or four-person tables so you can sit comfortably alongside your friends. And larger tables for the atmosphere of diversity, encourage people to order more.
Secondly, the informal atmosphere of tapas bars is an invigorating environment that encourages people to visit again. Many tapas establishments enhance the guest experience with additional entertainment, such as demonstration drink service or live music. In the atmosphere of a tapas feast, guests find it much easier to share their experience via social media.
Tapas in the spirit of less waste
Looking at tapas "from behind the scenes", i.e. from the food cost perspective, the restaurateur also profits. Firstly, due to the phenomenon of shrinkflation, where the price rises despite the decreasing size of the product. Tapas have an optimal food cost and this allows restaurateurs to keep or increase the price despite the small size of the dishes, which guests do not pay much attention to due to their unique presentation.
Secondly, since tapas are not defined as foods with a specific temperature or flavor, there is a lot of room for interpretation. Incorporating tapas is also a way to refresh the menu with minimal effort and create a seasonal menu regardless of the season.
Interestingly, tapas can also work well as a less waste solution by serving essentially the same menu items but in much smaller portions, arranged on plates or boards, in a new way. Furthermore, because tapas traditionally consist of preserved foods, such as pickles or aged meats, the establishment can preserve their unused food. This is an additional differentiator for the establishment and another reason to promote it on social media.
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Sources:
https://pos.toasttab.com/blog/on-the-line/tapas-restaurants
https://www.thecaterer.com/news/foodservice/tapas-on-trend
https://www.thetravel.com/why-are-tapas-so-popular/
https://www.gourmetmarketing.net/blog/tapas-trend-revolutionizing-restaurant-practices
https://www.foodswinesfromspain.com/spanishfoodwine/global/whats-new/features/feature-detail/spanish-tapa-culinary-icon.html
https://quescrem.es/en/the-spanish-tapa-the-perfect-culinary-concept-for-your-business/
https://www.afr.com/life-and-luxury/arts-and-culture/what-were-getting-wrong-about-tapas-20160609-gpfm8o
https://www.thefreelibrary.com/FOOD+TRENDS+-+3%27s+a+trend%3A+TAPAS.-a0369741478
