I love curry but it has always been a hard sell to people in the North East. When I put it on the menu I have to hide it behind some other generic adjective like 'spiced...'. I think it is the connotation with heat that stops people from ordering it.
Remember curry is a blend of many spices and can have countless flavor profiles. Yes, it can light you on fire in a single bite but it can also be subtle and delicate. The aroma of curry is rich, powerful and always turns customer's heads when a dish passes by. It is a favorite of mine during the winter months because it has ideas of our common winter spices like cinnamon, cardamon, allspice but with so much more depth.