March 2010 Allrecipes Monthly Measuring Cup | 1

The Monthly Measuring Cup What American Families are Eating and Cooking March 2010

March Trends: Corned Beef, Basketball and Fish Fry-Days

St. Paddy’s Day brings about some interesting food (and drink) traditions. What many American’s don’t know is the practice of eating corned beef and cabbage on St. Patrick’s Day was actually established in the U.S. by Irish immigrants. In Ireland, you would be much more apt to find a bowl of coddle and wheaten bread.

Top St. Patrick’s Day Recipes in the U.S. 1. Corned Beef and Cabbage I 2. Amazingly Easy Irish Soda Bread 3. Irresistible Irish Soda Bread Top St. Patrick’s Day Beer Recipes in the U.S. 1. Slow Cooked Corned Beef for Sandwiches 2. Guinness Corned Beef 3. Guinness And Chocolate Cheesecake Top St. Patrick’s Day Recipes for UK/Ireland: 1. Irish Wheaten Bread 2. Dublin Coddle 3. Beef and Guinness Stew

Top St. Patrick’s Day Recipes for Australia/New Zealand: 1. The Absolute Best Steak and Guinness Pie 2. Bailey’s Chocolate Cheesecake 3. Irish Lamb Stew

Who is celebrating? More than 34 million U.S. residents claim Irish ancestry and it is listed as the leading ancestry group in Delaware, Massachusetts and New Hampshire.* Allrecipes found some similarities as far as the northeast region goes related to top cities looking for St. Paddy’s Day recipes, with one surprise on the opposite coast—Seattle.

Top Cities Looking for St. Patrick’s Day Recipes on Allrecipes.com 1. Newark, N.J. 2. Seattle, Wash. 3. Providence, R.I. 4. Boston, Mass. 5. Rochester, N.Y. Green Beer or Green Grog? More than 9 million people plan to wear green on St. Patrick’s Day.* As it turns out, people are drinking green on St. Patrick’s Day too! Top Festive Drinks 1. Green Grog 2. Original Irish Cream 3. Irish Coffee

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Fish Fry-Days Mardi Gras might be known for its beads, parties, food and décor, but the holiday’s significance is that it marks the beginning of Lent which takes place in the seven weeks leading up to Easter. Allrecipes reviewed traffic and search terms related to fish to determine the popularity of the Lenten traditions among Allrecipes community.

Below are cities showing the most traffic to fish on Allrecipes on the Friday’s of Lent. Most coincide with a high percentage of presence of religious people whose religions recognize Lent/Easter (e.g. Protestants and Catholics), but others are anomalies…like Tampa, Fla., and Salt Lake City, Utah.***

March Madness Starts on 3/14 In a match between football food and basketball food…which would win? Football for popularity—basketball for ratings and lower calories. Score points with any of the recipes below. Top 2009 March Madness Recipes** (Avg. Stars 4.8 | Avg. Saves 47,050 | Avg. Calories 138): 1. Guacamole 2. Jalapeno Popper Spread 3. Hot Artichoke and Spinach Dip II

Top 2010 Super Bowl Recipes (Avg. Stars 4.5 | Avg. Saves 77,424 | Avg. calories 272): 1. Restaurant-Style Buffalo Chicken Wings 2. Seven Layer Dip I 3. Super Bowl Bites

Primary Religion Religious?

City Primary Religion City % U.S Avg % City % U.S. Avg %

Irvine Catholic 27% 22% 45% 50%

Tampa Protestant 20% 19% 42% 50%

Atlanta Protestant 34% 19% 59% 50%

Salt Lake City LDS 56% 2% 67% 50%

Pittsburgh Catholic 49% 22% 72% 50%

1. Irvine, Calif. 2. Tampa, Fla. 3. Atlanta, Ga. 4. Salt Lake City, Uah 5. Pittsburgh, Pa.

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About Allrecipes.com Allrecipes, the world’s largest food site, receives more than 365 million annual visits from home cooks who share and download recipes, reviews, photos, personal profiles, and meal ideas. For more than 13 years, the Seattle-based site has served as a dynamic, indispensable resource for cooks of all skill levels seeking trusted recipes, entertaining ideas, everyday and holiday meal solutions, practical cooking tips and food advice. As the fastest growing independent food Internet site, Allrecipes provides insights into the kitchens and cooking passions of home cooks everywhere. Since 2008, Allrecipes has launched localized versions for the United Kingdom/Ireland, Australia/New Zealand, France, Germany, China, Japan, French Canada, the Netherlands, Southeast Asia, Brazil, Mexico, Russia and India. Allrecipes is part of Food & Entertaining @ RDA, a division of The Reader’s Digest Association, Inc. For additional information regarding Allrecipes, please visit www.allrecipes.com.

Fish Fry-Days This chart illustrates the surge in traffic when comparing Lenten Fridays to the rest of the days in each respective week from 2009. On average, there is a 37% increase in traffic to fish recipes on Allrecipes on Fridays durring the 40 days of Lent.

What Sizzled or Fizzled in February February Movers and Shakers – With Mardi Gras, searches for Jambalaya tend to spike every year, however, with the Saints in the Super Bowl this year, Allrecipes saw a particularly large spike for this term.

*Data from the U.S. Census Bureau **Top recipes listed for both football and basketball are recipes exclusive to each sport. Any recipe that was present as a top recipe on both lists was not included. ***Data from Sperlings Best Places/Fast forward Inc. U.S.

Sizzling – (search terms moving UP 20 places or more) – No Bake Cookies moved up 84 places, Quinoa moved up 54 places, Cinnamon Rolls moved up 47 places, Jambalaya moved up 24 places. In the Deep Freeze – (search terms moving DOWN 20 places or more) – Green Beans moved down 24 places, while Scallops and Meat Loaf both fell 18 places.