The Challenge, performed during the hottest part of the afternoon, offers participants a bite of delicious but fiery 5-alarm chili, followed by a small shot of near-lethal Insanity Pepper vodka, then washed down with a warm, cheap beer to finish them off.
They have to finish the entire can of beer to complete the Challenge and earn their Incendiary Intent stamp.
As seen here, folks crowd around the bar during the daily Challenge hour for a chance to do this.