Globalisation and convergence of food taste in the case of South African pizza

Abstract

Globally food is central to cultures and this brings uniqueness and diversity to global cuisines. The aim of this article is to analyze the contribution of globalisation to convergence/divergence of food taste using pizza as a proxy. To that end, the article specifically makes comparisons between pizzas from Italian cookbooks with South African and franchised United States ones. The article is primarily based on secondary data. The article posits that beyond pizza names, the impact of globalisation has been profound on the culinary and gastronomic landscape using the South African pizza as a case in point. Franchises have adapted menus as a strategic way to penetrate new markets. This has been done through the adoption of local ‘geographic’ names to name the pizzas and the introduction of local varieties of pizza. The article also observes patterns of uniformity and dis-uniformity of food production, the standardisation and de-standardisation of pizza to produce adulterated versions, changes in consumption patterns and lifestyles and the replacement of local cuisines and homogenisation of tastes via the migration of pizza. Pizza has morphed and universalised to become an everyday food through the ‘pizzarisation’ of gastronomies throughout the world. Global firms through their franchises can influence the speed and direction of changes in menus, eating patterns, taking out, or eating on site, regularity of eating, eating with bare hands or utensils and so forth.