Restaurants add hot menu in an attempt to younger dinner

Restaurant brands hope that the new hot menu elements will go visits between younger fashion. Hot, in this case, literal.

Hot elements such as chicken sandwiches, seasoned sides and The sauces often appear on the legs in large chains of fast chains and fast service. The idea is to provide easy and loud options that can take the attention of Gen Z and Gen Alpha Diners, even if it is just a flash in the pan.

It was one of these companies ChipotleWhich was presented in June Adobo RanchThe first new decline in five years, as a limited time offer.

“From the point of view of operations, the sauce is much easier than bringing another LTO or another protein. It will get a lot of the same benefit,” CNBC told CNBC.

The clouds towards spices are another way that responds to restaurants to the slowdown on consumers while trying to maintain costs under selection. A Consumer Pulse Wiping KPMG I found that American consumers plan to spend 7 % per month in restaurants this summer.

“There was a decline, especially from low -income consumers,” said Gregory Frankfurt, the main restaurant analyst at Guggenheim Securities. “Spices are a low -cost and high -yielding way to return their company.”

“Restaurants are really trying to be aggressive with their marketing calendars and launch new products now,” said Frankfurt.

From March to June, American restaurant chains collectively launched 76 new elements in the list of hot menu, which represent approximately 5 % of the new menu elements, according to Datassed Market Research. This includes permanent additions and limited time offers and is almost in line with the extensions of the historical menu elements in the category over the past few years.

About 95 % of restaurants now offer at least one element in their list, according to Datassential.

Although the concept of spices on the menus is not new, it appears to hunt the fire with the Z and Generation alpha – those under the age of thirty. Its preference for bold and hot flavors, inspires more restaurants to operate heat.

Up to 50 % of Gen Z consumers at least one hot meal per week, according to data from Soda Brand Sprite, whose appearance was playing flavor.

“Gen Z, for example) nourishes the hot direction, passion is more daring, more adventurous flavors,” a Windy The spokesman said in a statement to CNBC.

“They are not looking for cute or predictable,” he said. reward Senior concept officials and co -founder, Xenohristos. “They want strong flavors.”

In April, CAVA launched Harissa Beta hot chips To meet the increasing demand. The series also offers Harissa Avocado, a bowl, Harissa Vigrente, and Harissa Harisa chicken.

in May, Taco Bell Firing Diablo hot honey sauce MikeCooperating between Mike’s hot honey and Diablo sauce taku chain. I followed the launch of February from Caliente Cantina menuBuilding off the preferred chicken chicken for the fan.

In June, Windse released Fire meal in Takis, Cooperative with a snack of the hot tortilla, which includes the spicy chicken sandwich for the chain and fried potatoes.

There is one challenge in providing hot elements: Gen Z and Gen Alpha tend to move from directions quickly. This makes it difficult for restaurants to rely on one popular element for a long time.

Last flash points like Sweet and hot and Nashville hot They already see a decrease in attention between General Zand According to Datassential. Instead, new flavors with global relationships are witnessing stronger participation among younger consumers.

Feeding a social fire

The elements of the hot list gained traction primarily through social media. Platforms like tiktok and Instagram Gen Z and Gen Alpha have become a major discovery tools.

Restaurants use these platforms to promote limited time offers and influencing content, including taste and reaction tests. It can create the content of short urgency and encourage experience.

“Hot food works well constantly,” Tommy Winkeler, a Tiktok Food EffectCNBC said. “It is mainly a new advertising board. It is a good opportunity for someone to end up.”

In June, the word “hot” was mentioned more than 40,000 times online, according to Datassential. Data showed mutations in these signals at a time when the new hot elements began in the direction.

This month, coca colaThe Mamluk Sprite launched a campaign called “It hurts true good” To take advantage of the movement of hot food. The brand puts soda as a leader of hot foods and participates with it McDonald’sTakis and buldak pasta pasta. The campaign includes Tiktok candidate and other social media stimulation.

The most prominent Oana Vlad, SPITE’s global vice president, highly striking events such as MukBangs-Live broadcast of flight attendants who eat large amounts of food-or hot pasta challenges as helping to bring hot food to an online culture.

“In SPRITE, we always try to be inspired by the first consumer visions and then provide something of value for behavior already.” Vlad told CNBC.

As of late April, limest lemon drink was ranked as the third most popular soft drink in size, according to Beverage Digest.

McDonald’s Fountain Sprite went virus a few years ago, as social media users posted videos called “sharp” taste and filming their reactions to his experience.

“A large part of the Gen Z is trying the first SPRITE in McDonald’s,” said Vlad. “You can see fans describing SPRITE in McDonald’s as a flash of lightning or electricity.”

The diversity of young generations also helps to direct them towards flavors with depth, texture and regional identity.

Chili pepper is used in traditional Chinese cooking; Nam Perik, he grew up in Thailand; and Perry Perry, usually associated with Portuguese and African cuisine, increases the US lists, according to Datass.

“With the increasing population, and while younger consumers want to try more, we see more willingness to experience new flavor profiles.” Bank of AmericaCNBC said.