Industry News | February 25, 2014

Salsarita’s Launches World's Hottest Burrito in Charlotte, NC

Charlotte-based Salsarita’s Fresh Cantina and Fort Mill-based PuckerButt Pepper Company have teamed up to create the World’s Hottest Burrito. The new menu item, featuring Smokin’ Ed’s Carolina Reaper, the Guinness World Record Holder for Hottest Chile Pepper, will be available at 11 Charlotte-area locations for a six-week trial period. 

Developed by Salsarita’s menu development manager, chef Tom LaFauci, and tested in focus groups made up of chile pepper fanatics,  the World’s Hottest Burrito contains grilled chicken, black beans, rice, Pueblo Corn Salsa, tomatoes, cilantro, and one teaspoon of Smokin’ Ed’s Carolina Reaper pepper mash.

“When we heard the world’s hottest chile pepper was grown right here in the Carolinas, we knew we needed to team up with PuckerButt for a hot new menu item,” says Yanira Castro, director of marketing for Salsarita’s Fresh Cantina. “We expect the World’s Hottest Burrito will be an instant favorite for those who can handle the heat.”

To be sold for $12.99, half of each World’s Hottest Burrito sale will benefit Dove’s Nest, the Charlotte Rescue Mission’s charity initiative, helping motivate at-risk women to make major life changes. Salsarita’s Charlotte-based restaurants will also sell PuckerButt’s Smokin’ Ed’s Carolina Reaper bottled hot sauce for $25.00.

“The World’s Hottest Burrito is great news for Pepper Heads who are constantly craving more heat, but we want all customers to be aware that Smokin’ Ed’s Carolina Reaper is 300 times hotter than the jalapeno pepper,” says Smokin’ Ed, founder of PuckerButt Pepper Company. “Since half of the proceeds go to a great local cause, we’re hoping everyone bravely gives it a try, at least once.”

Guests that purchase the World’s Hottest Burrito and post a video of themselves eating it on social media and tag @Salsaritas and include #WorldsHottestBurrito will receive a free limited edition t-shirt from Salsarita’s. 

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.