NEW YORK – As the winter cold sets in, hot-and-spicy food items are heating up QSR menus.

TIME reports that, “a barrage of fast food outlets is spicing things up by literally spicing things up.” QSRs such as Burger King and Wendy’s recently both added spicy sandwiches to their value menus, while Sonic added a Salsa Verde burrito to its breakfast menu and Subway add Jalapeno-Cheddar Bread to its menu on January 1, “not long after it debuted a series of Sriracha sauce sandwiches nationally.”

Sriracha, which has a cult-like following, has become an “it” ingredient for spicy foods, along with Chipotle and Habanero.

Spiciness is nothing new, but QSRs have been quick to respond to consumer demand for spicier food options, writes TIME. The news source cited a Technomic report that found more than half of consumers (54%) said hot or spicy foods are appealing, compared to 48% in 2011 and 46% in 2009.