Why fast food chains are launching so many spicy versions of classic menu items

Industry Trend - US chains added over 70 new spicy dishes to their menus this spring and summer [1] - Restaurants are modifying established dishes with spice to attract more customers [2] - Spice is particularly popular with Gen Z and Gen Alpha, and on social media platforms [3] Market Analysis - Adding spicy options is a strategy to entice more customers with something new [1] - Modifying dishes with spice is not expensive but has a potentially big impact on customer acquisition [2]