Section 2: How We Talk About the Brand
Lesson 8 of 13
How to talk about spice
+10 XP
, not spicy. Medium is the floor. We can spice up, not down.
The brand line on heat
We are , not spicy. There is a difference. Spice forward means warm spices (cumin, coriander, garam masala, fennel, fenugreek) build the flavor. Chili forward means heat is the flavor. We are the first one. Our food has heat as a layer, not as the headline.
Medium is the floor
Every dish at Curry Up Now defaults to medium. There is no super mild option. Medium hits a little, but will not kill you. If a cannot eat medium, the way to tone it down is by what is on the plate alongside it (rice, , tortilla, yogurt) and by which dish they pick, not by the kitchen toning the dish down.