The American Invasion: Why US flavours are taking over Australian menus

Smash burgers, Nashville hot chicken, birria, Southern BBQ, loaded fries, oversized cookies and diner-style desserts — American formats are dominating Aussie menus, socials and food halls. But which of these are here to stay, and which are already fading? This session unpacks why US-style comfort food is winning in a value-conscious market, how operators are localising it profitably, and where the next wave is coming from.