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Spicy Marketing Strategies in Foodservice and Retail
Spicy flavors have been gaining momentum in foodservice and retail for years, and they show no sign of slowing down. In 2020, Mintel reported that 75% of consumers enjoyed spicy flavors, and a 2021 Instacart Survey revealed that 74% of shoppers regularly paired their meals with hot sauce. Nearly four years later, spice has become even more mainstream, posing a challenge for foodservice operators and manufacturers to market spicy offerings in creative and compelling ways.
As the U.S. population becomes increasingly diverse, consumers are embracing bolder, more adventurous food choices. The need for heat is more evident now than ever, with complex, flavor-enhancing ingredients like Tajín, Takis, Sriracha, hot sauce, Thai chilis and Calabrian chili peppers being infused into cocktails, candies, wings and even desserts. This shift has created exciting opportunities for brands to innovate and connect with consumers who crave intense, flavorful experiences.
Creative Marketing Strategies Behind the Spicy Surge in Retail and Foodservice
Talking Spicy
Wendy’s Ghost Pepper Fries and Smashburger’s Scorching Hot Mac & Cheese Burger were marketed using terms like "scorching" and "ghost pepper," which carry a sense of intensity and exclusivity. Similarly, Nissin’s GEKI Cup Noodles uses the word "extreme" to communicate a next-level spice experience for those who want to push their limits.
Hot Partnerships
California Pizza Kitchen’s Hot Honey Croissant Pizza is marketed as a collaboration with Mike’s Hot Honey, a brand with a cult-like following known for its unique blend of sweet and spicy. This dream partnership capitalizes on the existing fan bases of both Mike’s Hot Honey and California Pizza Kitchen.
User-Generated Content Heats Up
Brands like Takis and Flamin' Hot Cheetos use TikTok challenges to encourage users to create content around their spiciest products. This helps to build a community of brand advocates and generates organic buzz.
Here Today, Gone Tomorrow
Club Crisps’ partnership with Mike’s Hot Honey is marketed as a limited-edition offering, which not only sparks consumer interest but also tests the market for potential future product launches. Additionally, Whataburger’s limited-edition fiery ketchup release was designed to create buzz and drive traffic to both Whataburger locations and partner grocery stores like HEB.
Hot and Healthy
KIND jumped on the spice trend by launching a new savory version of their popular bars. The Savory & Seed line combines a smoky, spicy flavor profile with a health-forward message, positioning the offerings as both flavorful and nutritious.
Whether you’re serving up something spicy or simply looking for fresh ways to differentiate your brand in a competitive marketplace, Marriner Marketing can help you drive engagement through innovative, compelling storytelling. Contact David Melnick to start the conversation.
Sources:
- Mintel
- Instacart, A Hot Take on America’s Favorite Hot Sauces, 2022