sprite Bets on Spice to Fuel Growth, Partners with McDonald’s & Hot Snack Brands
Table of Contents
- 1. sprite Bets on Spice to Fuel Growth, Partners with McDonald’s & Hot Snack Brands
- 2. How might restaurants leverage social media trends, like spice challenges, to increase engagement with younger customers?
- 3. Spice Up Your Plate: Restaurants Target Younger Customers with Fiery Flavors
- 4. The Heat is On: Why Spicy Food is Trending
- 5. Understanding the Younger diner’s Spice Preference
- 6. Restaurant Strategies to Embrace the Spice Trend
- 7. Case Study: Dave’s Hot Chicken – A Spicy Success Story
- 8. The Benefits of Adding Spice to Your Menu
- 9. Practical Tips for Implementing Spicy Dishes
Sprite is tapping into the surging popularity of spicy food with a new marketing campaign, “Hurts Real Good,” designed to position the lemon-lime soda as the perfect pairing for fiery flavors. The coca-Cola-owned brand is collaborating with popular spicy snack brands Takis and Buldak Fried Noodles, alongside a partnership with McDonald’s, to reach a wider audience.
The campaign leverages the growing online culture surrounding spicy food challenges and mukbangs – live-streamed eating broadcasts – which have propelled spicy cuisine into the mainstream. Sprite aims to connect with existing consumer behavior, offering value to a trend already in full swing.
“At Sprite, we always try to be inspired by consumer-first insights and then deliver somthing of value for a behavior that already exists,” explained Oana Vlad, global vice president for Sprite, in an interview with CNBC.
Currently the third most-popular carbonated soft drink by volume share (according to Beverage Digest), Sprite is also capitalizing on its existing connection with Gen Z.Vlad noted that a meaningful portion of younger consumers experience Sprite for the first time at McDonald’s, often describing the beverage as having a uniquely “sharp” and “electric” taste – a phenomenon that previously whent viral on social media.
The move comes as broader culinary trends shift towards more complex and globally-inspired flavors. Datassential reports a growing presence of chili crisp (Chinese cuisine), Nam Phrik (Thai cuisine), and Piri Piri (Portuguese and African cuisines) on U.S.menus.
“As the population gets more diverse and as younger consumers want to experiment more, we see a greater willingness to try new flavor profiles,” stated Sara Senatore, senior restaurants analyst at Bank of America.
Sprite’s “Hurts Real Good” campaign includes a TikTok filter and other social media activations, aiming to solidify its position as the go-to beverage for those embracing the heat.
Spice Up Your Plate: Restaurants Target Younger Customers with Fiery Flavors
The Heat is On: Why Spicy Food is Trending
Millennials and Gen Z are driving a notable shift in the culinary landscape – thay crave heat. Forget bland; today’s younger diners are actively seeking out bold, spicy flavors in their restaurant experiences. This isn’t just a fleeting trend; it’s a essential change in palate preference, fueled by social media, global food exploration, and a desire for sensory experiences. Restaurants are responding, and those who don’t risk being left behind. The demand for spicy food, hot sauces, and chili peppers is skyrocketing.
Understanding the Younger diner’s Spice Preference
Several factors contribute to this fiery fascination:
Social Media Influence: Platforms like TikTok and Instagram are awash with “spice challenges” and visually appealing dishes featuring vibrant chili peppers. This creates a culture of seeking out and sharing intense flavor experiences.
Global Cuisine Exploration: Increased travel and exposure to diverse cuisines – Korean, Thai, Mexican, Indian, and Ethiopian, to name a few – have broadened palates and introduced younger generations to a wider range of spices.
Sensory Experience: spicy food isn’t just about taste; it’s about the physical sensation. The endorphin rush associated with capsaicin (the compound that makes chili peppers hot) is addictive and provides a unique sensory experience.
authenticity & Adventure: Younger diners value authenticity and are eager to try new and exciting flavors. Spicy food often represents a more adventurous and authentic culinary experience.
Demand for Flavor Complexity: Beyond just heat, younger consumers appreciate complex flavor profiles. Restaurants are pairing spice with other flavors – sweet, sour, umami – to create nuanced and satisfying dishes.
Restaurant Strategies to Embrace the Spice Trend
Restaurants are employing a variety of strategies to cater to this demand:
Spice Level Customization: Offering varying levels of spice – mild, medium, hot, extra hot – allows diners to tailor their experience to their preference.This is especially effective with dishes like ramen, curries, and tacos.
Unique Chili Pepper Focus: Highlighting specific chili peppers – ghost peppers, habaneros, scotch bonnets, Carolina reapers – and their unique flavor profiles adds an element of intrigue and sophistication.
Spicy Limited-Time Offers (LTOs): Introducing limited-time spicy dishes creates buzz and encourages repeat visits.
Hot Sauce Bars: Providing a curated selection of hot sauces allows diners to experiment and find their perfect level of heat. this is becoming increasingly popular in casual dining establishments.
Spicy Cocktail Pairings: Complementing spicy dishes with carefully selected cocktails can enhance the overall dining experience.Think margaritas with jalapeño infusions or spicy ginger mules.
Menu Descriptions that Highlight Spice: Using descriptive language like “fiery,” “bold,” “zesty,” and “smoky” can entice diners to try spicy options.
Case Study: Dave’s Hot Chicken – A Spicy Success Story
Dave’s Hot Chicken is a prime example of a restaurant that has successfully capitalized on the spicy food trend. Founded in 2017, the fast-casual chain quickly gained a cult following thanks to its Nashville-style hot chicken, offered in seven spice levels ranging from “No Spice” to “Reaper.”
key factors in their success:
Focus on Quality: High-quality chicken and a flavorful spice blend are central to their offering.
Spice Level Challenge: The escalating spice levels encourage diners to push their limits and share their experiences on social media.
Strong Branding: A consistent and recognizable brand identity has helped them build a loyal customer base.
Strategic Expansion: rapid expansion, fueled by social media buzz and positive word-of-mouth, has allowed them to reach a wider audience.
Beyond attracting younger customers, incorporating spicy options can offer several benefits:
Increased Check Sizes: Diners often order sides and beverages to complement spicy dishes, leading to higher check averages.
Enhanced Brand Perception: Offering bold and innovative flavors can position your restaurant as a trendsetter.
Social Media Engagement: Spicy dishes are inherently shareable, generating organic social media content and increasing brand visibility.
Differentiation from Competitors: In a crowded market, offering unique and spicy options can help your restaurant stand out.
Attracting a Wider Demographic: While younger diners are driving the trend, spicy food appeals to a broad range of consumers.
Practical Tips for Implementing Spicy Dishes
Source High-Quality Chili Peppers: The quality of your chili peppers will directly impact the flavor and heat of your dishes.
understand Scoville Heat Units (SHU): Familiarize yourself with the SHU scale to accurately gauge the heat level of different chili peppers.
Balance Heat with Flavor: don’t just focus on making things hot; ensure that the spice complements and enhances the other flavors in the dish.
Offer Cooling Accompaniments: Provide cooling sides like yogurt, rice, or cucumber salad to help diners manage the heat.
Train Your Staff: Ensure that your staff is learned about the spice levels of your dishes and can provide recommendations to customers.
Clearly Label Spice Levels: Use clear and consistent labeling to indicate the heat level of each dish. Consider
