Chipotle Mexican Grill recently introduced a new Adobo Ranch dip, catering to the spicy preferences of younger customers. With a focus on Gen Z and Gen Alpha diners, the dip is part of a trend of more spicy menu items appearing in major fast-casual and quick-service chains.

Restaurants are turning to spice as a cost-effective way to engage consumers amid slower spending. Data shows U.S. consumers plan to spend 7% less per month at restaurants this summer, prompting chains to release new, bold flavors to attract younger diners who crave adventurous tastes like spicy options.

Chipotle’s Adobo Ranch dip is part of a larger trend in the industry, with U.S. restaurant chains launching 76 new spicy menu items from March to June. Around 95% of restaurants now offer at least one spicy item on their menu, catering to the preferences of Generation Z and Generation Alpha consumers.

Spicy menu items are gaining popularity with younger generations like Gen Z, who eat at least one spicy meal a week. Chains like Wendy’s, Cava, and Taco Bell have embraced this trend, launching new spicy offerings like the Takis Fuego Meal and Hot Harissa Pita Chips to meet consumer demand for bold, flavorful options.

The popularity of spicy menu items is fueled by social media, with platforms like TikTok and Instagram playing a key role in promoting limited-time offers and influencer content. Short-form content creates urgency and encourages trial, driving engagement with new spicy offerings like Wendy’s Takis Fuego Meal and Chipotle’s Adobo Ranch dip.

Sprite recently launched a campaign called “Hurts Real Good” to tap into the spicy food movement, positioning the soda as a pairing for spicy foods. Partnering with McDonald’s, Takis, and Buldak Fried Noodles, Sprite is leveraging social media and influencers to align with the spicy food trend and engage younger consumers.

Read more at CNBC: Restaurants add spicy menu items in a bid for younger diners