Whataburger products tend to be named a bit practically — the Honey Butter Chicken Biscuit … the Buffalo Ranch Chicken Strip Sandwich. So when the brand got creative with the name Blaze, we took advantage of the moment.

Cultural Context: We’re in a Scoville arms race. The jalapeño — previously the peak of spiciness — has been ousted by ghost peppers and Carolina Reapers. Everywhere you look, things like candy and honey are getting spicy facelifts. And from The One Chip Challenge to Hot Ones, we’re consuming hot food for spectacle, not for sustenance.

The Truth: Hot food is no longer made for enjoyment; it’s made for entertainment.

Strategic POV: It’s time for spice to get nice.