In the U.S., operators and manufacturers have responded to mainstream demand for Scoville Heat Units with extra-hot items like Nashville-style hot chicken and ghost- pepper-flavored everything (e.g., chips, donuts and tacos). And while some diners seek out blazingly hot foods to consume as a badge of honor, others are more intrigued by nuanced flavors.

Consumers are getting more familiar with region-specific spice profiles on the menu, seeking out offerings made with mouth-numbing Sichuan-style chili oils and sauces, sweet and spicy Indonesian-style sambal oelek, and fiery Chiu Chow-style chili oil. Flavors and spice levels can vary greatly depending on the pepper, meaning there’s something for everyone willing to explore the world of chilies.

There's something exciting—daring even—about a menu that’s not afraid of heat. Diners clearly enjoy having spicy options—just look at the explosion of Korean gochujang and spicy chicken sandwiches on the market over the past few years. But your customers don’t need to be heat fiends to enjoy the benefits of chilies. You can incorporate spice in various ways to accommodate any diner. For instance, marinade chicken in fiery Chiu Chow Style Chili Oil for those craving a serious kick, or serve a milder sauce, such as Thai Sweet Chili Sauce, as a side to allow diners more control over the amount of spice they’re getting in each bite.

Also, depending on the type of chili, our products offer more than just heat. Take our Gochujang, for example, which is made with a mixture of fermented bean paste and chili that results in a delicious, complex flavor and umami taste. Most chilies used in our products are salt-cured and therefore allow the natural essences from the chilies to shine through and deliver deep, robust flavors.

Here are a few more tips to help differentiate your menu with chilies.