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Restaurants are adding more spicy menu items to attract younger customers, particularly Gen Z and Gen Alpha, who crave bold flavors. This strategy aims to boost sales amid slower consumer spending. Chains like Chipotle, Cava, Taco Bell, and Wendy's have launched spicy limited-time offers and permanent additions. While initially successful, these trends can be short-lived, requiring restaurants to constantly innovate. Social media plays a crucial role in promoting these items and driving trial.

Prepared by Emily Rhodes and reviewed by editorial team.