Some like it hot: Restaurants are turning to spicy dishes to lure Gen Z consumers
How restaurants are trying to get Gen Z through their doors
- Recent research indicates that Gen Z and Gen Alpha consumers are increasingly favoring spicy foods.
- Restaurants are introducing more spicy menu items as a cost-effective strategy to attract younger diners and counteract a slowdown in consumer spending.
- US restaurant chains collectively launched 76 new spicy dishes between March and June, representing about 5 per cent of all new offerings.
- Approximately 95 per cent of restaurants now serve at least one spicy dish, with the trend particularly strong among the under-30 age group.
- Major brands such as Chipotle, Wendy's, Taco Bell, and Sprite are capitalizing on this trend by releasing new spicy products or marketing campaigns, often amplified by social media.