Arby's Curly Fries have been delighting shoppers via the frozen section for a while, but after Crinkle Fries landed on the Arby's menu in March ... fire, diablo, and even salsa verde varieties ...

Arby's understood that they needed to create a "test" that captured the imagination of the thought leaders who carry the conversation around spice. So, they dove into the heat game with the Diablo ...