I predict that 2014 will be a hot year—for pepper growers. In fact, anyone looking for a second business might take up chipotle, jalapeno and habanero pepper growing to supply local restaurants. Or open a Sriracha plant in the basement.
Spicy menu-mention trends in 2013 were mixed, but there’s a reason. Quick-serve and fast-casual restaurants led the way in heating up menus, probably in response to what they have determined customers really want—bold flavor. The term spicy is the third-leading flavor mentioned on menus, according to Mintel’s Menu Insights. In 2013, it dropped from second place with seasoned overtaking it. But that doesn’t really tell the spicy story. Operators are getting smarter in conveying the flavor, and rather than use the generic spicy term, they are innovating with peppers and naming them. Thus, menu mentions of chipotle are up 26% from 2010-13.
I believe we are only on the front edge of kicking up the spiciness of ingredients and dishes. Just in the past two weeks I’ve read two more spicy menu tweaks.
- Wendy’s is offering Spicy Chipotle Crispy Chicken Sandwiches and Spicy Chipotle Jr. Cheeseburgers.
- Subway is bringing in Jalapeno Cheddar Bread for a limited time. The chain had already ratcheted up the spices as a sponsor of The Hunger Games: Catching Fire movie with a fiery menu to match—as in Fiery Footlong sandwiches featuring a creamy Sriracha sauce.
You’ll notice that much of the spice going on now is presented as limited-time offers (LTOs). There are two reasons for that. They are easier to bring in quickly, and it makes more sense to plan a quick in-and-out in order to gauge customer acceptance. I expect that in 2014, chains will begin to add these items permanently. But in the meantime, here are a few more that popped up in 2013.
- As a fall LTO, Panda Express added Sriracha Shrimp featuring crispy shrimp, string beans, and red bell peppers tossed in Sriracha sauce.
- Red Robin launched The Berserker Burger described as a fire-grilled burger topped with aioli, spicy pickles, Sriracha onion straws, and cheddar cheese on a brioche bun to tie in with the July movie The Wolverine.
- Popeyes Louisiana Kitchen ran a Rip’n Chick’n LTO featuring a chicken breast cut into “rip-able” strips marinated with a blend of cayenne, habanero, and white and black pepper in April.
- In the summer, Dunkin’ Donuts, offered a Hot & Spicy Breakfast Sandwich and Hot & Spicy Wake-Up Wrap. The sandwich was described as a spicy omelet with jalapeno peppers, red bell peppers, and pepper jack cheese with habanero, served with bacon and white cheddar on a plain bagel. The wrap included half the spicy omelet served with bacon and white cheddar on a flour tortilla.
- In November, Cousins Subs, added two LTO sandwiches to its menu: Chipotle Cheese Steak and Chipotle Chicken.
- One more. For the winter holidays, Tropical Smoothie Café brought back its Chipotle Cranberry Turkey Club Flatbread.
Notice, except for Red Robin, none of these fall in the sagging casual-dining restaurant segment. Bold-flavored menu modernization among the popular sit-down diners is going to have to catch up. The ship is leaving the dock without them. Let’s watch 2014 together as spicy innovation overtakes casual dining.
Tell me what you think.
Jody
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