Restaurant chains specializing in spicy offerings are gathering steam in 2023.
Case in point: Dave’s Hot Chicken, which grew from two locations to 118 over the past few years, saw May 2023 visits increase 126.6% year over year. Bubbakoo’s Burritos, a New Jersey-based Tex-Mex chain, saw its May 2023 visits grow nearly 8% year over year.
“Spicy chains like Bubbakoo’s Burritos and Dave’s Hot Chicken are winning over customers by leveraging the addicting nature of spiciness,” Stephan Peng, CEO of hot sauce company Redbloom, told The Food Institute. “As the world becomes more interconnected, people are becoming more adventurous and exploring global cuisines that are inherently spicy.”
Flavors like Thai, Sichuan, and Mexican appear to be as popular as ever, judging by data from Placer.ai’s recent report on five fast-growing dining chains. Bubbakoo’s Burritos, which blends Asian and Mexican flavors, proves as much. The nearly 15-year-old chain, which is enjoying continued expansion on America’s East Coast, has seen its foot traffic increase in a year-over-year comparison every month of 2023 so far.
The ascent of Dave’s Hot Chicken has been nothing short of meteoric. Its founders started the chain in a California parking lot in 2017 with little more than $900, according to Placer.ai. One of the chain’s backers includes accomplished Hollywood producer John Davis (of Dr. Dolittle and Predator 2 fame). Seizing on consumers’ growing demand for spicy chicken, Dave’s has 70 new locations planned for this year.
Other brands listed among the fast-growing chains included Cooper’s Hawk Winery & Restaurant, Killer Burger, and Jinya Ramen Bar. But, above all else, Placer.ai’s research showed that America’s desire for spicy dishes shows no signs of slowing.
“When you eat spicy food, your body responds to the heat caused by capsaicin – the compound that makes peppers hot,” Peng said. “This prompts the brain to release endorphins, which are natural painkillers that give us feelings of pleasure. This endorphin rush can be addictive, leading people to seek out the experience again and again.”
The Food Institute Podcast
What were the biggest trends at the 2023 Summer Fancy Food Show? Tanner Food Group president, Specialty Food Association alum, and food industry veteran Ron Tanner joined The Food Institute Podcast to reflect upon the show’s biggest winners, emerging trends, and what it takes to have staying power in the food industry. Additionally, he shares how important events like the Summer Fancy Food show have become in a post-pandemic world.
