In 2025, spice is no longer a fringe flavor—it’s a frontline strategy.

In 2025, spice is no longer a fringe flavor—it’s a frontline strategy.

From high-volume chains to chef-driven independents, operators are embracing heat as a way to drive traffic, build emotional connection, and deliver memorable experiences. Spice excites. It entertains. It lingers. And most importantly - it sells.

According to Kinetic12’s Emergence Q2 Report, 71% of operators have introduced or are developing seasonal LTOs to drive incremental revenue, and Spicy options are among the top 5 menu additions operators are contemplating on adding to their menu in 2025. 

So how is "spicy" showing up on menus?

Here we explore the top five powerful trends fueling the spice surge and reshaping how menus deliver heat in 2025.

1. Craveability Through Flavor Journey: The Dopamine Factor



Spice doesn’t just deliver flavor—it delivers a feeling. Capsaicin, the compound behind the burn, triggers a release of dopamine that leaves diners with a mild euphoric kick. And that’s the hook. It's a fast-track way to delivering an emotional charge to your customer's experience.

Menu Moves:

• Chili Crisp Avocado Toast – Grateful Grazer
• Hot Honey Fried Chicken Sandwich – Keiken Co.
• Tajin-Dusted Mango Sorbete – Bon Appétit
• Hot Honey – MOD Pizza and Blaze Pizza

But today’s spice is more sophisticated. Think of the Flaming Hot Cheetos effect: a flavor arc that starts with savory comfort or a hit of sweetness, slowly building to a tongue-tingling crescendo, and leaves just enough of a buzz to crave the next bite. This cyclical loop is engineered to trigger pleasure, build anticipation, and encourage repeat consumption.

Forward-thinking brands are now crafting items that take guests on this intentional ride—layering textures, temperatures, and global flavors to create a craveable, sensory-rich journey that keeps people coming back for more.

2. Low-Cost, High-Impact Innovation: Spice as an Experience

East-meets-West flavor fusion is moving from niche to mainstream.

Spice is one of the few tools that allows operators to reinvent a menu without reengineering the kitchen. It’s a flavor strategy, a marketing hook, and a margin opportunity all in one.

Menu Moves:

• Popeyes x Tequila Don Julio Reposado Chicken Sandwich – A tequila-marinated chicken breast with tequila lime slaw and spicy spread on a Mexican concha roll.
• Chili Crisp and Hot Aiolis – Found at Sweetgreen, CAVA, and Shake Shack
  
  

Spice doesn’t just refresh the menu—it turns up the energy. Think “Fiery Fridays,” heat-level contests, or Instagrammable red sauces that scream flavor. This is low-cost innovation with high emotional impact.

It also fits the classic "high-low" innovation model: low-cost ingredients like spice blends and sauces enhance existing SKUs with minimal prep changes—boosting both perceived value and profitability. When a $0.40 drizzle adds $2 of menu value, you’ve found a formula worth repeating.

3. Bold, Global Flavors: Cultural Relevance is Craving Currency

Gen Z and Millennials aren’t just food-curious—they’re globally fluent. As the most culturally diverse generations to date, their idea of comfort food spans continents. A birria taco, Thai green curry, or Korean fried chicken feels as familiar to them as pizza or grilled cheese.

This redefinition of “comfort” is accelerating global flavor integration. Consumers want spice that tells a story—rooted in tradition, layered with authenticity, and served in formats that feel accessible.

Menu Moves:

• Nigerian Suya – West African-inspired pop-ups
• Haitian Pikliz – Caribbean fast-casuals
• Yemeni Zhoug – Offered at CAVA
• Bulgogi Steak Mac & Cheese – Noodles & Company
  

Operators are succeeding by pairing bold profiles with approachable platforms—bowls, sandwiches, and shareables—that lower the barrier to global discovery. In 2025, global heat isn’t just adventurous—it’s deeply personal.

4. Heat Personalization: Choose Your Adventure

The rise of customizable heat isn’t just a nod to diverse palates—it’s a powerful engagement tool. Diners love choice. And when it comes to spice, control is part of the thrill.

Menu Moves:

• DIY Ramen Bars – Customizable spice levels
• Hot Sauce Flight Boards – From smoky to searing
• Spice Challenge Desserts – Like chili-laced chocolate cake
• Dave's Hot Chicken Heat Scale – From No Spice to Reaper

Some brands are taking personalization even further—gamifying spice levels, unlocking loyalty points with hotter selections, or letting customers vote on upcoming spicy features.



A standout example is Nando’s, which offers a gradient of Peri-Peri heat levels—Plain-ish, Lemon & Herb, Medium, Hot, and Extra Hot—helping diners dial in their perfect burn. This kind of scalable personalization creates a sense of ownership and repeatability while reinforcing brand identity.

5. Functional Health Halo: Spice as Wellness Fuel

Spicy food isn’t just craveable—it’s increasingly seen as good for you. And in today’s wellness-driven climate, that’s a win.

Consumers are leaning into ingredients with benefits: from metabolism boosts and anti-inflammation to immunity support and digestive aid. Spice carries a natural “functional halo” thanks to capsaicin, turmeric, ginger, and other health-linked ingredients.

Menu Moves:

• CAVA's Spicy Lamb & Avocado Bowl – Featuring harissa, lentils, SuperGreens, Crazy Feta®
• Peet’s Sparkling Golden Immunity Lemonade – With turmeric, ginger, and Vitamin C & D
• Lemon, Ginger, and Cayenne Shots – Juice bars and wellness cafés
• Spicy Superfood Bowls – At Pressed and Juice Generation

Expect to see spicy items marketed with claims like “anti-inflammatory,” “immune-boosting,” and “natural energy” as diners seek food that fuels both body and flavor adventure. The more spice can support both indulgence and intention, the more powerful it becomes on the menu.

Strategic Takeaway: Add Heat, Build Loyalty, Fuel Growth

Spice checks all the boxes:

• Low food cost
• High perceived value
• Visual appeal
• social media engagement
• wellness relevance
• Global flavor exploration
• Consumer control and customization

As operators look to boost traffic, differentiate offerings, and engage modern consumers, spice is proving to be one of the most versatile—and profitable—tools in the culinary toolbox.

So the question isn’t if you should turn up the heat. It’s how.

Ready to Ignite Your Menu?

Whether you're looking to attract younger diners, tap into wellness trends, or drop your next craveable LTO, spice is your competitive edge.

• Start small.
• Test boldly.
• Tell a story.

And let your customers feel the fire—in all the right ways.