A restaurant in Chicago is serving wings that are so hot customers have to sign a waiver agreeing not to sue for injuries before they can eat them. The wings are the creation of Robin Rosenberg, the chef at Jake Melnick's Corner Tap (owned by Levy Restaurants) who worked on the spicy recipe for years.
The wings are seasoned with Red Savina pepper, one of the world's hottest peppers, and they'll be served with an alarm bell so customers who can't stand the heat can ring waiters for emergency bread, milk, sugar and sour cream, all of which are supposed to cool the burning sensation caused by spicy foods.
I think this is a great marketing promotion, and people will be lining up to see if they can finish their plates of super spicy wings (or if they can even swallow one bite). The alarm bells are a great enhancement to the promotion, and the waiver adds a sense of fear and danger (and covers the restaurant's you know what). I'm not going to Chicago anytime soon, but I'd love to check out this restaurant, and watch other customers try to eat these wings. I'd even like to give them a try myself.
I'm not sure if Robin Rosenberg created his super spicy wings with the idea that they'd be a great marketing tool and boost business, but that seems to be the result. The restaurant is certainly getting press from it. What do you think? Would you try the wings? Do you like spicy wings as a marketing promotional tactic?
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