Restaurants add spicy menu items in a bid for younger diners

Introduction to the Trend

Restaurant brands are hoping hot new menu items will drive visits among younger customers. Hot, in this case, is literal. Spicy items like chicken sandwiches, seasoned sides, and sauces are cropping up more often on menus at major fast-casual and quick-service chains. The idea is to introduce easy-to-execute and buzzy options that can capture the attentions of Gen Z and Gen Alpha diners, even if it’s only a flash in the pan.

Chipotle’s New Adobo Ranch Dip

One of those companies was Chipotle, which in June introduced Adobo Ranch, its first new dip in five years, as a limited-time offer. "From an operations perspective, the sauce is a lot easier to do than bringing in another LTO or another protein. And you get a lot of the same benefit," Chris Brandt, Chipotle’s president and chief brand officer, told CNBC.

The Draw Toward Spice

The draw toward spice is yet another way restaurants are responding to slower consumer spending while trying to keep costs in check. A KPMG Consumer Pulse survey found that U.S. consumers plan to spend 7% less per month at restaurants this summer. "There’s been a pullback, especially from lower-income consumers," said Gregory Francfort, lead restaurant analyst at Guggenheim Securities. "Spice is a low-cost, high-return way to re-engage them."

New Spicy Menu Items

From March to June, U.S. restaurant chains collectively launched 76 new spicy menu items, representing roughly 5% of new menu items, according to market research firm Datassential. That includes permanent additions and limited-time offers and is roughly in line with historical menu item additions in the category over the last several years. Around 95% of restaurants now offer at least one spicy item on their menu, according to Datassential.

Gen Z and Gen Alpha’s Preference for Bold Flavors

Though the concept of spice on menus isn’t new, it appears to be catching fire with Generation Z and Generation Alpha — those roughly under the age of 30. Their preference for bold, spicy flavors is inspiring more restaurants to turn up the heat. Up to 50% of Gen Z consumers eat at least one spicy meal a week, according to data from soda brand Sprite, which has been playing up its tangy flavor profile.

Examples of Spicy Menu Items

In April, Cava launched Hot Harissa Pita Chips to meet the rising demand. The chain also offers the Harissa Avocado bowl, hot harissa vinaigrette, and harissa honey chicken. In May, Taco Bell launched the Mike’s Hot Honey Diablo Sauce, a collaboration between Mike’s Hot Honey and the taco chain’s signature Diablo sauce. In June, Wendy’s released the Takis Fuego Meal, a collaboration with the spicy rolled tortilla chip snack, which includes the chain’s signature spicy chicken sandwich and Takis-flavored fries.

The Challenge of Introducing Spicy Items

There’s one challenge in introducing spicy items: Gen Z and Gen Alpha tend to move on from trends quickly. That makes it harder for restaurants to rely on one popular item for long. Recent flash points like sweet and spicy and Nashville Hot are already seeing a drop in interest among Gen Z, according to Datassential. Instead, new flavor profiles with global ties are seeing stronger engagement among younger consumers, the firm found.

Social Media’s Role in Promoting Spicy Menu Items

Spicy menu items have gained traction primarily through social media. Platforms like TikTok and Instagram have become key discovery tools for Gen Z and Gen Alpha. Restaurants are using these platforms to promote limited-time offers and influencer content, including taste tests and reaction videos. Short-form content can create urgency and encourage trial. "Spicy food consistently performs well," Tommy Winkler, a TikTok food influencer, told CNBC. "It is essentially the new billboard. It is a good chance that someone will end up ordering it."

Conclusion

The trend of spicy menu items is on the rise, driven by the preferences of Gen Z and Gen Alpha consumers. Restaurants are introducing new spicy items to capture the attention of these younger generations and to keep costs in check. While the trend may be fleeting, it has the potential to drive sales and attract new customers to restaurants.

FAQs

Q: What is driving the trend of spicy menu items?
A: The trend of spicy menu items is being driven by the preferences of Gen Z and Gen Alpha consumers, who are looking for bold and adventurous flavors.
Q: How are restaurants promoting their spicy menu items?
A: Restaurants are promoting their spicy menu items through social media platforms like TikTok and Instagram, using influencer content and short-form videos to create urgency and encourage trial.
Q: What is the challenge of introducing spicy items?
A: The challenge of introducing spicy items is that Gen Z and Gen Alpha tend to move on from trends quickly, making it harder for restaurants to rely on one popular item for long.
Q: What types of spicy menu items are becoming popular?
A: Spicy menu items like chicken sandwiches, seasoned sides, and sauces are becoming popular, as well as global flavors like Chili Crisp, Nam Phrik, and Piri Piri.
Q: How can restaurants benefit from introducing spicy menu items?
A: Restaurants can benefit from introducing spicy menu items by driving sales, attracting new customers, and keeping costs in check.