Hi, this is Mike Lipkin. It’s November 8 2013 and I’m in Toronto. It’s getting dark, damp and cold. The leaves are falling fast and winter is definitely coming.
It’s time to bring the heat. It’s time to spice things up. It’s time to add your extra strength. It’s time to finish strong. It’s time to get your wings on.
Seriously, one of the biggest consumer trends sweeping the continent is the hunt for heat. Hot Chili peppers are finding their way into menus from Subway to Frito Lay. USA Today states that we are developing an obsession with heat. Hot Chili Sauce showed up on menus of 47 restaurant chains in the last year alone. Lindt, the upscale chocolate brand, has even launched an “excellence chili favour”. They claim that “this harmonious combination of Lindt’s finest aromatic dark chocolate with the well balanced spice of premium red chili will exhilarate your taste buds”.
The spicy flavor trend is transitioning from straight-forward heat to sophisticated layers of flavor. The trend has gained momentum as consumers become more familiar with a variety of ethnic cuisines and are willing to reach beyond products that feature traditional flavors and experiment.
Every six months Kalsec, Inc, a food research company in Michigan, publishes its HeatSync Index that tracks the usage of more than 30 different peppers in the United States and Europe. In the first six months of 2013, the U.S. and European indexes both posted strong increases, according to the company, with the U.S. index up 38% and the European Union index climbing 26% over the previous six months.
“The HeatSync index was developed with an eye on linking our knowledge with the consumer’s desire for hot and spicy foods,” said Gary Augustine, executive director of Kalsec. “We’ve seen the trend building over time; we’ve seen consumers become more daring in their food choices.”
Craig Julius, manager of culinary services for Sensient Flavors, Illinois, states, “It has started slow, Wendy’s may have been the first to launch a spicy chicken sandwich, but others have jumped on board. Chicken is the vehicle and even McDonald’s new wing products are spicy. It’s a sign of a much greater awareness around the trend.” McDonald’s has even introduced a habanero sauce as a condiment. That’s when you know its mainstream.
Slight changes to a formulation may make the difference between a common flavor and one that is unique. We are beyond the heat itself. Now we are talking about combinations that add a fruity or citrus note in combination with the spicy flavor itself. Little elements like adding some sweetness or earthiness can make a flavor unique. That is what it takes to make a spicy product stand out.
So here’s one of my favourite brands – Tabasco. It’s 143 years old and it’s hotter than ever. It’s made in much the same way as it was in 1870. It even looks the same. It’s sold in 165 countries around the world. And it’s hotter now than it’s ever been. As the copy on the box says, “this is the genuine article.” It’s made from special peppers fermented naturally in wood for 3 years. Just a drop gives delicious flavour to hamburgers, egg, tomato juice and salads. You should add Tabasco directly to seafood and always to soups, stews and gravies.
So what’s your Tabasco Factor? What’s your secret sauce? What enables you to give delicious flavour to your offerings? The opposite isn’t an option anymore. Bland is blah. It’s forgettable. It’s average. It’s mediocre. It’s uninteresting and unsatisfying. It’s even insulting because it signals that you don’t think your customer is worth the extra effort. In short, it’s all the things that will get you killed in the current environment.
“Bring The Heat” means making every aspect of your offering appetizing to others. It means differentiating yourself in any way possible. It means creating your own “Tabasco Factor” that gives your words bite. Remember: just a drop will do you.
So here is Lipkin’s Recipe for Bringing The Heat:
Let’s begin with the Ingredients: The will to win; A willingness to experiment; A sense of humour; A desire To stimulate others; An aversion to boredom; An understanding of one’s customers; A grasp of the key trends redefining one’s industry; Mastery of the fundamentals; A rich imagination; A team of like-minded people.
Then, here’s the method:
Define your AMP – Appetizing Meaningful Promise. This is your unique and compelling benefit that makes your customers’ salivate and stimulates their hunger for more.
Make your AMP irresistible. Wrap it in a message that the customer wants to consume. Match it to your customers’ tastes and preferences. Set it apart from the ordinary with your blend of secret herbs and spices. Keep it fresh. Give it some bite. Make it a pleasure.
Always serve hot. Deliver it with passion and delight every time. Demonstrate your enjoyment and thrill. Don’t be afraid to make it up in front of the customer. Don’t rush it. Never show fatigue, anxiety or frustration.
Get feedback on your offering. Mix it up. Use all the ingredients available to you. You’re never out of the kitchen because you’re the one bringing the heat.
This is Mike Lipkin, and I wish you a fabulous finish to 2013.
