Americans are getting more into spicy food.
By Raif Karerat
WASHINGTON, DC: Burger King is looking to expand its offerings by introducing a spicy version of its chicken fries.
“We wanted to make sure it delivered for people who like spicy food,” Eric Hirschhorn, Burger King’s chief marketing officer, told Bloomberg on the launch of the new Fiery Chicken Fries. “The idea is that it’s so spicy it might actually offend you.”
New #FieryChickenFries have arrived. And they’re spicy as $#*!.
— Burger King (@BurgerKing) August 11, 2015
The fiery fries, which could cost $2.98 for nine pieces, are available while supplies last.
Chicken fries were resurrected after a 2014 BuzzFeed post included them in a list of “35 Foods From Your Childhood That Are Extinct Now,” reported Bloomberg.
Fiery Chicken Fries are here. Warn your tongue. #FieryChickenFries
Posted by Burger King on Tuesday, August 11, 2015
The rise of Sriracha and the popularity of chicken wings have pushed spicy food into the American mainstream in recent years. This year, for the first time, a majority of Americans said they’re seeking out spicy food, according to Technomic Inc., a research firm.
“Spiciness is tremendously important today for a majority of Americans,” Darren Tristano, an executive vice president at Technomic, told Bloomberg. “It’s especially appealing to millennials and Gen Z.”
Restaurant Brands International Inc.’s Burger King isn’t alone in trying to boost sales with spicy fare. While McDonald’s Corp. released its Mighty Wings, Wendy’s recently sold a Jalapeno Fresco Spicy Chicken Sandwich and Ghost Pepper French fries, while Subway Restaurants has promoted Sriracha chicken and steak melts.