"Our fans are passionate and this complimentary addition of the Hot Sauce Bar delivers a customized, flavorful experience that remains unmatched," stated Dena vonWerssowetz, Firehouse Subs' chief marketing officer.
The Hot Sauce Bar's return is being heralded with a multichannel marketing campaign that includes a commercial depicting a couple eating dinner at a fancy restaurant, demonstrating the growing demand for such culinary experiences.
85% of Americans now use hot sauce in their meals, according to a national survey from Wired Research cited by Firehouse Subs, highlighting the rising popularity of spicy foods.
The chain removed the feature from its restaurants in March 2020 as the pandemic hit but has brought it back after significant fan backlash, showcasing the importance of customer feedback.
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