Aashim Aggarwal recently embarked on a culinary adventure in Mississauga, Ontario, where he sampled some of the city’s spiciest chicken dishes. The heat levels increased progressively, culminating in an unbearable spiciness by the final dish, leaving Aggarwal with a fiery mouth and prompting him to dash around the parking lot, drawing concerned looks from onlookers.
As an online influencer with a following of 64,000 on Instagram, Aggarwal explored five locations along Mississauga’s Lava Chicken Trail as part of a promotional collaboration with the City of Mississauga to promote the Minecraft Experience event at Square One Shopping Centre. This culinary journey was inspired by “Steve’s Lava Chicken,” a song from the movie “A Minecraft Movie.”
The trend of spicy foods has a long history, but Aggarwal noted a rising presence of spicy items in Toronto’s restaurant scene, whether as permanent menu items or limited-time offerings. According to him, it’s rare to find a major restaurant chain or fast-food establishment without a spicy option on their menu.
Market analysts attribute the surge in spicy food offerings to a young and culturally diverse customer base seeking capsicum-infused dishes. Fast-food restaurants in the United States, for instance, launched over 75 new spicy items last spring. Data from Datassential revealed that about 95% of U.S. restaurants now feature at least one spicy menu item, with an increasing number offering multiple spicy choices.
Claire Conaghan, a trendologist at Datassential, explained that fast-food chains can easily innovate by introducing hot sauces to classic dishes, such as turning a fried chicken sandwich into a spicy variant. This strategy helps generate marketing buzz quickly and cost-effectively.
The appeal of spicy dishes among consumers has been on the rise, with purchase intent climbing from 44% in 2016 to 51% in 2025. Major fast-food chains like McDonald’s and A&W have embraced the trend by introducing items like the Spicy McCrispy and spicy piri-piri burgers, respectively.
In Canada, the enthusiasm for spicy foods is evident, with partnerships like Wendy’s Takis Fuego meal and Popeyes’ collaboration with Hot Ones showcasing the nation’s appetite for heat. Lisa Mazurkewich, Popeyes Canada’s marketing head, humorously remarked on Canadians’ love for spicy foods in a press release.
Sara Hamdy, a research analyst at Restaurants Canada, highlighted the appeal of limited-time spicy specials in attracting customers, particularly millennials and Generation Z who seek Instagrammable dining experiences. The industry’s shift towards offering more spicy and multicultural flavors aligns with Canadians’ evolving palates and preferences.
Adam Brown, founder of No Refund Hot Sauce, noted the changing tastes of Canadians towards embracing spicier and more diverse flavors. Younger generations are increasingly open to international cuisines with bold and spicy profiles, seeking to savor and enjoy their meals rather than merely consuming them for sustenance.
The multicultural aspect of the trend has led to a demand for a wider range of flavors and spice blends from various regions worldwide, emphasizing diverse taste experiences over sheer heat challenges. Despite his daring culinary escapades, Aggarwal, the food influencer, plans to take a break from extreme spiciness and stick to milder options for the time being, allowing his body to recover from the intense heat.