Is it cultural appropriation or appreciation? The PR line of global food marketing 

There are brands who have launched "fusion taco” or “... - inspired bowl,” it can either be  hit or a miss, popular or controversial. In today’s globalized marketing techniques, there is a fine line between honoring a culture and exploiting it. Ultimately, leading to the question that decides it all. 

In public relations, authenticity wins, however when a food brand follows a culture’s cuisine without any appreciation, respect, and knowledge of the dish, it leaves a bad taste - it’s bad PR and it is bad for the brand. Cultural appreciation for food is beyond just recreating the dish, it is thoroughly researching, connecting, and appreciating what that cuisine is and what it means to a culture. Appropriation turns culture and food into a marketing gimmick that can give a bad reputation to a company.   

Case study: can it be wrong yet right?

Taco Bell’s “Mexican inspired” menu and its marketing discussions. Big fan, truly, however this market branding can make an audience confused, why is a brand centered around Mexican dishes adding “inspired?” The reason being that it can potentially be viewed as appropriating Mexican cuisine. Published in 2024, a Yahoo blog states that in 1992 the chain launched a food cart in the capital of Mexico, Mexico city, aiming to serve and connect with the culture of food cart vendors, however it did not hit amongst locals, closing as a result.  

This shows that although it is “Mexican inspired,” that does not mean that that marketing will be received well and appreciated by authentic Mexican cuisine. The tacos being served are delicious shell tacos, not hand-made tortilla tacos that Mexicans are used to. For dessert, churros are fried and puffed, rather than made from dough and fried. This confusion sparks the debate of serving “Mexican” food. However, I strongly believe that in Taco Bell’s defense, most people forget that it is “inspired” by Mexican cuisine and not necessarily “Mexican” cuisine.

There can be a fine line between confusion, but for Taco Bell, there is some grace, it is still popular amongst Hispanic consumers and it is food, enjoyed by all.

… Another case study: why it is really right

I think one light-hearted and culturally conscious appreciation done right would have to be Disney’s Tiana’s Palace restaurant that launched in Disneyland. This showed how cultural storytelling was handled with care and thought. It received good feedback about cultural appreciation. The company worked with chefs from New Orleans and historians to carefully curate this restaurant and bring it to life. Its cities' actual heritage and food were researched and taken into consideration. Reflecting how authenticity wins in PR. 

What is the PR takeaway?

For the PR world, it is important to know what you are putting out there. There can be a fine line between appreciation and appropriation, know when representing something, be strategic and thought conscious. Build trust and loyalty amongst the brand or company and its consumers. 

In a field where flavor drives engagement, knowing the difference between appreciation and appropriation can dictate the brand’s course. Yes food is universal, and the best advice that I have seen as an aspiring food pr professional is that you need to tell a story with communities and not about them without any respect.