I had this same problem with my bbq sauce when if I first started making it. People that tasted it loved the levels of flavor but stated that there was too much "heat" in it. So I set out to try to keep the levels of flavor yet "tone down" the heat in it and I finally did.
I think if you're able to, find a way to tone down the heat but keep the good flavor. Just because they're going back for more doesn't mean that they truly don't mean it's too hot. I had the same thing happen. Once I toned down the heat yet kept the flavor they went back even more.
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