"Over the past few years, we've heard from countless guests on social channels, by email and even through handwritten letters begging for the return of our Hot Sauce Bar," stated Dena vonWerssowetz, Firehouse Subs' chief marketing officer, in a release. "Our fans are passionate and this complimentary addition of the Hot Sauce Bar delivers a customized, flavorful experience that remains unmatched."
The return of the QSR chain's 13-sauce condiment bar comes after a four-year absence. The chain removed the feature from its restaurants in March 2020 as the pandemic hit but has brought it back after significant fan backlash.
In case you haven't heard, spicy is in. Indeed, 85% of Americans now use hot sauce in their meals, according to a national survey from Wired Research cited by Firehouse Subs, and, as such, the chain is returning to the action.
The Hot Sauce Bar features 13 sauces, each labeled with a heat scale from one to ten. The marketing campaign will include three national TV commercials, social media, out-of-home billboards and digital advertising.
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