Go talk to a group of college students in the dining halls across America, and you’ll quickly realize classic flavors and condiments like barbecue, mayonnaise, and mustard are quickly being brushed aside for zestier, more exotic spices and sauces.
A well-known example of the millennial palate is Chipotle — fresh, healthy, and spicy.
Now the newest saucy fad is sriracha (sir-ach-uh) sauce, and one fast food chain is relying on it to increase sales amongst a demographic that otherwise isn’t interested in its quick, greasy burgers.
This month, the golden arches of McDonalds is rolling out a Kale and Sriracha Sandwich nation wide as a part of the chain’s Signature Crafted Recipes line. McDonalds finally seems to grasp the concept of ‘food for the 21st century’; although the sriracha craze is fairly new.
The TODAY show’s 2015 profile of the famous green-capped treasure explains that the sauce is created and bottled by Huy Fong Foods in Los Angeles, founded by Chinese refugee David Tran in 1980. The name came from the boat he and other refugees traveled on as they fled Vietnam in 1978. The wonderful bearded, spectacled sect of America known as hipsters took hold of this flavor so tightly that fast food quickly jumped on the chance to appeal to the hipster crowd.
KFC, Wendy’s, and Subway have already beaten McDonalds to the sriracha punch.
But now with a whole new line, customers can actually customize their burger or sandwich at McDonalds, choosing their bun, sauce, and then the actual meat inside.
Since McDonalds first announced in November 2016 that they would test the sauce out in 126 Ohio locations, the market’s been kind to them.McDonalds has zoomed from a low of 111 points on November 4, 2016 to closing at 155 on July 17, 2017. Now the sandwich expands into mainstream territory, and corporate execs are hoping to expand profits as well.
Embracing the fresh and spicy ingredients that millennials love is a smart move for the burger giant. If they keep this up, it could definitely be the year of the rooster for Mickey Ds, in more ways than one.
