Biting into the origin story of Flamin' Hot Cheetos

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For years, Richard Montanez sold his own American success story: while working as a janitor at a Frito-Lay factory in California, he cold-called the company CEO to pitch the snack food hit Flamin' Hot Cheetos. There's just one problem: Flamin' Hot Cheetos were already on store shelves. Montanez talks with correspondent Lee Cowan about how this snack food creation story has become as messy as the chips' orange coating.
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Опубликовано:

8 сен 2024

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Комментарии : 404

@omorado 3 года назад

Someone who was once a janitor doesn’t get a house like that because Corporate America was being nice…

@lewizzrocks 3 года назад

Exactly lol he brought big value to the company....

@genaross4143 Год назад

Exactly!!!

@joes.4149 Год назад

He started as a plant worker moved up to a marketing director lollll

@roddiesimmons8773 Год назад

Everyone seems to agree that he became the Director of Latin Marketing from which he probably could get the house. it is whether he invented the product which is very murky

@jakp8777 3 года назад

I did electrical engineering at the Frito Lay plant in Rancho Cucamonga, California. Flaming hot did nothing to me, but the Takis made in the same plant made my eyes water.

@alejandraahmed1177 3 года назад

Oh wow, did not iniyw Takis was from Fritos. I really can not eat them because they make me cough.

@mike77752 3 года назад

Takis aren’t made by frito lay, but they were still probably in the same plant

@rgdssd 3 года назад

I can’t eat Takis- love how they taste but they make me sick to my stomach, they make my stomach burn after a day. 🔥🤣

@chilolo1418 3 года назад

@@rgdssd I don’t think your mouth and stomach are the only things burning when you eat takis.

@NobleWolf33 Год назад

Takis are gross. They have too much lemon. XX is where is at 🔥🐆

@randb4865 3 года назад

One thing is clear: Don't eat any flavor Cheetos when using a touch screen phone.

@ratherbfishing455 3 года назад

You should see the students' phones. Gross

@rgdssd 3 года назад

Lol 😆

@fanglee498 3 года назад

Use chopsticks you amateurs

@Mudvillereacts 3 года назад

What else kinda phone would you be using....?

@ratherbfishing455 3 года назад

@@Mudvillereacts Landline or a flip phone

@kinw5648 3 года назад

After having the xtra flaimin' hots, I can't go back to regular flamin' hots!

@mosthated2469 3 года назад

Until your in the restroom

@Mudvillereacts 3 года назад

They are too hot

@BGAKIRAKNOXVILLE 3 года назад

Whether he did, or whether he didn’t - the man went from janitor to having Eva Longoria direct a film about his life and a pretty sweet swimming pool. In my opinion, the man has already won.

@taylorb7191 Год назад

His story is impressive without embellishments, but if he’s deliberately lying, then I don’t respect him

@ambermartinez6587 Год назад

@@taylorb7191 well if you think he’s deliberately lying it’s obvious you’re oblivious. Why does Frito Lay say what they say. They don’t technically give him credit for it, but they don’t deny he was in the process of the product. The bottom line is they don’t want to pay him out. I’m happy he got as far as he did. Many others with brown skin or browner have never got their recognition. He has and it’s a proud moment.

@HoyaSaxaSD Год назад

@@ambermartinez6587 the bottom line is that given the importance of the Hispanic market, and especially post-George Floyd and BLM, there’s no way they are going to flat out call him a liar. But if you’ve seen enough of these too-good-to-be-true stories that later fall apart, this has ALL the hallmarks of a massive exaggeration, if not a total lie.

@zacharylee1995 Год назад

I definitely Agree with you

@HoyaSaxaSD Год назад

@@ambermartinez6587 I’d also note that back in the 80s (and I’m sure it wasn’t even a new thing then), I saw movie theaters in Mexico (Tijuana) serving popcorn with hot sauce and/or chili powder and similar seasoning on it (sometimes with a squeeze of lemon or lime). I thought I read or heard somewhere that this Flamin Hot guy actually pitched popcorn with the chili powder and other seasoning on it. If that’s the case, then it wasn’t really a new idea, though it may have been new to Frito-Lay. I don’t know if this guy is exaggerating, lying, or telling 100% truth. But it does seem like his story has shifted in some interesting ways, and of all newspapers the L.A. Times and its modern-day editors are not going to side with a big corporation over a local Latino with an amazing feel-good story-much less straight up call the dude a liar (which the Times basically did IIRC)-unless its investigation uncovered some fairly strong evidence of the guy’s story having major holes in it.

@codacreator6162 3 года назад

It’s pretty common. I wrote McDonald’s Corp. years ago about a “Bigger Mac,” using quarter pound patties and buns with Big Mac condiments. They kindly wrote me back to say they don’t accept unsolicited ideas and waited a few years before they introduced the Grand Big Mac…

@travis8947 3 года назад

I hope you’re kidding

@goforit321 2 года назад

@coda creator it is, I used to go with ideas to my supervisors (one after another) they always shut it down then months, even years later these ideas were “theirs”.

@LordSaitamer 2 года назад

@@rrialb9371 bro it ain't anyones fault people want to stuff themselves lmao its not like they're being force fed.

@rr7firefly Год назад

So many (too many) people are addicted to junk food that is purposely designed (by manner of its irresistible taste) to imprint on human taste buds and pleasure centers in the brain. McDonalds is one of the worst offenders when it comes to stoking an unhealthy habit that is hard to break.

@JayJay-jx3zg Год назад

@@travis8947 He might be, but as a kid growing up eating walking tacos or using doritos as the chips in my nachos, I promise I thought Taco Bell should make a dorito taco shell long before they did. Except, I never told anyone important enough to make that happen in the 90's. Who do you tell? Even if you did, would they pay you for it? Probably not.

@ESB82413 Год назад

So he started as a janitor but ended as a director w/out degrees...? He had to do something amazing!!!

@TheMELTDOWN911 Год назад

how about inventing the flaming hot franchise! $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

@AaronCLB 3 года назад

i remember they didn’t sell hot cheetos or takis in kansas when i was a kid, i would have to go to california to get some

@lovelyshawdowz7972 3 года назад

no way?! even back in Asia they got hot Cheetos lmao

@mountaindew3201 3 года назад

They were first sold in the Los Angeles area before reaching international stardom. Just like Doritos tapatio were sold for a limited time and regions before expanding nationwide. They all turnout to become successful.

@yesibot.2051 2 года назад

That’s a cool fact! I live in So Cal so I’ve been having them since I can remember.

@codacreator6162 3 года назад

Lime and cayenne pepper. The Mexican cooks at a restaurant where I worked taught me to eat it on sliced cucumber. Brilliant!

@theskinny111 3 года назад

I don't care if he invented Flamin' Hot Cheetos or not. This guy was born to be a success in whatever he put his mind to! Way to go!

@mountaindew3201 3 года назад

He actually did. Frito lay along with the LA times trying to damage his reputation.

@Vandicoup 3 года назад

Well I do. I absolutely LOVE Flamin’ Hot Cheetos and Flamin’ Hot Cheeto Puffs.

@bart234465 3 года назад

Yeah how do you not give ANY credit to your co-workers

@phoenix21studios 3 года назад

@@mountaindew3201 proof?

@mountaindew3201 3 года назад

@@phoenix21studios look up this mans bio and history of hot Cheetos.

@marcossantana1312 3 года назад

I believe him, corporate world is money over morals

@reneecollin8825 3 года назад

🍀 moral of the story - don't listen to other people's "advice", do your thing!! They told Stevie Wonder's mom, that he would grow up to just make baskets!! Now he's one of the best musicians/musical geniuses the world has ever known!😎🎉❤

@NathanAHogan 3 года назад

Thanks to fellow Smokey Robinson& The Miracles member and co writer of My Girl, the late great Ronnie White for discovering Stevie in 1961.....

@James-xg5rh Год назад

Janitors don’t become Directors of Marketing unless they did something very unconventional.

@mar25947 Год назад

I can't stand Fritolay/Pepsico, but I've got mad respect for Montanez.

@harrysachz312 Год назад

He’s a liar tho

@LAFan Год назад

You have mad respect for a liar?

@microbios8586 Год назад

@@LAFanthe comments defending this man are atrocious. Somehow people want to believe a lie because it makes them feel good. Truth be damned

@gotyesomeonyouusetoknow Год назад

I bet if montanez took a lawyer with him when he pitched his idea to corporation he would have been a billionaire.

@Sugarbriches82 Год назад

I once wrote Oreo that their Double Stuf cookie wasn't stuffed enough. I got a coupon for a free pack of cookies, then they came out with Mega Stuf. 😂

@LAWoman323213 3 года назад

My question is why is Frito Lay only speaking out now? They’ve had years to deny his claims. Something isn’t adding up.

@Ultra_64 2 года назад

It's cuz they're making a movie about it and naturally have looked deeper into the actual story.

@ambermartinez6587 Год назад

Exactly! The whole reason he’s never been credited is because that would have been billions in his pocket. They can say a team made it or a woman on the research team made it. That way it goes to the company. If they admitted he invited it, that would be a huge payout to him, yearly for the rest of his life. They took advantage of uneducated guy gave him a top promotion but he deserves more. They can’t deny the story or so they slightly go along with it makes no sense.

@aryashatraw2821 Год назад

Simply because the urban legend that a Mexican American, born in a migrant labor camp at a time when America was very racist, worked as a janitor, and who rose to the top and invented flamin hot cheetos resonates with millions of people because it is a classic rags to riches story. Moreover, a company doesn't want to destroy its Hispanic market share, the fastest growing market share in the country. So what if they keep their market share based on a little fib. The little fib has made Frito Lay billions of dollars AND even allowed for a Hollywood spokeswoman to make a movie about it. In short. The lie is better than the truth because it is profitable and it is pro Hispanic. Companies are after profit AND good politics.

@profscarlett Год назад

Because Takis sell more

@rogerg0834 Год назад

ROYALTIES...they dont want to pay ROYALTIES. Typical corporate trash and greed.

@MariachiBro Год назад

The way i see it, he possibly gave them the idea and possibly came up with his own recipe, but Frito lay came up with their own recipe and ended up using that one. They also used Montañez as like the spoke person and marketing head for it. If he did give them the idea, at least give him credit for that, no?

@chrisfinch8637 3 года назад

After this story, Cheetos lovers know how to enjoy it even more.

@karen6683 Год назад

People are now questioning his success. 🤔

@4realGTFOH Год назад

Its ridiculous

@Mrpiraterias 3 года назад

I think it's effed up how they just glossed over this man's whole career. And how they mention the team out in Texas but didn't mention the team in California. According to them this guy got unflavored Cheetos and basically put a chili powder concoction on it.

@taylorb7191 Год назад

He should be sued

@newvibes789 Год назад

@@taylorb7191 You should be sued for your stupid comment!

@newvibes789 Год назад

Umm that's enough for someone to steal the idea from Mr. Montanez and run with it!!

@roserodriguez8403 3 года назад

Me watching this while eating hot Cheetos

@vanessagamino6826 Год назад

His perspective about going from the fields to the factory shows his appetite to win. He just needed his foot in the door. Once he was in he didn't settle for good enough. He has perseverance or else he wouldn't have gone from being nearly illiterate to a leadership role at PepsiCo. Congrats sir!

@stoundingresults 3 года назад

Pepsi doesn't want to pay any royalties. Plain and simple.

@mimi4sure 3 года назад

He came up with that idea and they know he did they just don’t want his face to be the leading creator of the product over this company!🙄

@phoenix21studios 3 года назад

I think you have it backwards, they wanted a brown face to help sell Cheetos and they went along with it.

@buzzlightyearlight1247 Год назад

moo\moo

@jtorres7129 Год назад

They steal everything! 🤷🏽‍♀️

@dannyshipley7590 3 года назад

Story is similar to Kroc...taking the golden Arches

@erikanunez4621 3 года назад

I used to eat regular cheetos and add hot sauce, but since the 90's, I'm addicted to Flaming Hot Cheeetos 🔥 🔥 🔥 🔥

@majestic6303 2 года назад

I used to add taco sauce to my cheese-it taco bag in the 90’s at school. The Latinos kids knew to to spice it up. I learned from them.

@StarkillerRob421 Год назад

Interesting we hear stories all the time of people coming off the streets and giving a company and idea, and then they just magically happen to be working on it at the same time

@jollyrogerq 3 года назад

I invented the bbq twister for KFC and all i got was a KFC lapel pin. Props to him

@xtremeentertainmenttv9664 2 года назад

KFC is a garbage company anyway lmfao I would switch to working at popeyes

@rickeyhernandez2094 Год назад

They are owned by PepsiCo same as Frito Lay

@joehernandez3269 2 года назад

I believe him. So many times ppl have stolen my ideas.

@NobleWolf33 Год назад

Stop letting people steal your ideas? Join some boxing classes and beat them TF UP PERIODT 💅🏼

@jr4487 3 года назад

We dont credit him for creating the cheetos. We just wanted to give a janitor a much better job.

@teddyjam8134 3 года назад

He should've put on his best shoes, lit a cigar, and kicked his feet up on the desk of the man who told him to "give it up".

@supremekickz1508 9 месяцев назад

A lot of backhanded compliments in this video. Just give the man his props.

@eds1512 Год назад

2 things: 1.Bring back the flamin hot Doritos! 2.Flamin hot cheetos don't taste like they used to in the early 90's.

@thevoid7179 3 года назад

BREAKING NEWS! Its turns out Mexicans didn’t invent the recipe for pozole it was actually corporate executives and food scientist who dried maize then boiled it with spices and meats 🤣😂

@pythomas29 Год назад

This was a great story and movie. I watched it and didn’t know what it was about, but it was really good!!

@johnk3071 3 года назад

I believe Richard!! His honesty and humility wins you over!!! Bravo my brother..God has blessed you..Stand tall Richard!!💪

@rogerg0834 Год назад

💯🔥, absolutely LOVE flammin hot

@marlay3691 3 года назад

This makes me want to go to CVS and buy some flaming hot Cheetos.

@socorrojimenez2955 Год назад

God bless you!! Muy bien echo. Arriba Mexico!!!

@empowered3206 Год назад

Whoever created the mexican street corn cheetos is brilliant they're my fav!!!

@SuperFranko19 3 года назад

Remarkable story!! Very inspiring. Glad he never gave up and rose to the top.

@odradekk 2 года назад

All fake. If you don’t have money and other things you don’t become mega rich. It can happen, but it’s easier building solidarity with your coworkers and have good hours, good money, good healthcare and a piece of control of the factory. Easier and greater.

@photo80sjeff84 3 года назад

Don't get high on your own supply.

@FinalFlashhGaming Год назад

if a big company could absolutely prove they made it and not an individual, they would have. It sounds like they want Hot Cheetos to be associated with Freeto lay and Freeto lay alone

@DjLou82 Год назад

years ago when i was 7 in 1979 i use to add spicy hot salsa my mom use to make to my cheetos and even some drops of lime

@patricejeasley_1974 Год назад

I believe he created the recipe for the Flaming Hot Cheetoos flavoring and he should take credit for it. I can't wait to see the movie about his story...directed by Eva Longoria.

@joes.4149 Год назад

Lmao there aren’t fuckinf spices or peppers in the recipe ppl need to open their eyes not just to tv.

@gaysonmartinocho5262 Год назад

@@joes.4149 u are brain washed

@gaysonmartinocho5262 Год назад

me too i beleive he created hot cheetos

@btrdangerdan2010 3 года назад

A man with Flamin' Hot Motivations and dedications.

@ginaliuu 3 года назад

NPR’s Planet Money released a great interview with him May 12 from his perspective - would recommend to get his full side of the story

@jeffperteet2327 3 года назад

This gave me the craving for Flaming Hots so bad

@NobleWolf33 Год назад

Same

@amymeanor8879 3 года назад

He should not have to apologize for it

@miker4671 Год назад

So a janitor can have a net worth of 15 milllion by not creating hot cheetos?

@josephcawley78 Год назад

Facts

@rickrodriguez7118 3 года назад

Gustavo Olguin sold his Frito recipe and small business to Charles Doolin for 100 dollars. Later Doolin and Herman Lay merged and became Frito Lay which was bought by PepsiCo in the 60s.

@InflatableConan 11 месяцев назад

Someone should make a movie about his story. It would be very inspirational.

@ryanfrost-xi7tu 10 месяцев назад

there is a movie it’s called flamin hot

@pete7389 3 года назад

There is no I in team, but there is a ME.

@NobleWolf33 Год назад

Racists much? 💁🏼‍♀️

@beatrizmorales3986 Год назад

I think he gave them the idea and marketing but a big corporation thinks your ideas are ours

@RetailRipper Год назад

"You might be on to something here mr montanez, but first, we need to add red 40 and other chemicals to your invention". - PepsiCo.

@joaquindplanc9826 3 года назад

He is known to be a nice, talented and driven individual, but I think one embellishment followed by another, became facts in his mind. Flamin' Hots had been under development for sometime at Frito's Texas facility and the name already trademarked, well before Mr. Montanez shared his idea from his location in Southern California. Makes for a great story and doesn't hurt Frito-Lay due to it's marketing value, but the timeline and geography never added up.

@vcsurfergirl 3 года назад

Yeah exactly

@oroebuck Год назад

Name another janitor who didn't graduate highschool who was promoted to a director or above and/or who directly called the CEO with an idea in a fortune 500 company in any industry. Corporate America only works like that in extraordinary circumstances. By calling the CEO directly, he circumvented the bureaucracy and those in the hierarchy who would've either taken credit for his innovation, ever see Working Girl, or killed it because of their lack of vision.

@jrey4703 Год назад

Yea uh huh and that’s why frito lay green lighted a movie genius uh huh totally

@ronaldmcdonald1093 Год назад

We made our own with chili tapatio in the 80s in California

@BellaWorldAni 3 года назад

This man is obviously telling the truth. I am so proud of him. To go from not even finishing high school to becoming a janitor calling the CEO with his idea? He's a marvel, and I really have no respect for Pepsico's version of the origin story. IF Pepsico had ALREADY started working with this product long before he ever pitched his idea? Why wouldn't the CEO tell him, we already have that in test marketing and trademarked? The answer is b/c THEY DIDN'T. This company credited him enough to have him go from janitor to a top executive, touting their product at the WHITE HOUSE, and now they want to try to wrest credit away, right as his book is coming out. Why? I'm sure they probably stole the idea from him, are still making millions off HIS idea, and they are worried he'll try to gain the profits due him. Corporate greed, plain and simple. On an uplifting note, I am so inspired that he is standing firm in the truth, regardless of what Pepsico says. Bravo, Sir.

@timscott513 Год назад

A great movie on Disney + . Just watched just released today. Albuqurque NM

@BearPapa49 3 года назад

Frito lay will accept new Flavors or ideas but will totally control your idea as there own . He and a few other people created the flavor on there extra time . But he ran with the credit and Frito ran with the business idea and pacified them All in the own different was . Richard just demanded more and that’s what he got vs the others . Frito lay is a power house monopoly that controls from top to bottom!

@wmst5065 3 года назад

I'm not doubting this guy's story (heard about it years ago) but did anyone else notice that he didn't even eat one of the Cheetos from the little bowl next to his computer?

@Lucy_Fontaine 3 года назад

Why would he ? No one likes Cheeto fingers.

@missionalgirl 3 года назад

To believe Frito Lay, I would have to believe that Pepsico was dumb enough to promote him on the basis of a lie.

@jacobperez8921 Год назад

If Montañez really invented the flamin hot Cheetos product, he should invent another big hit to shut down his critics including Frito lay.

@profscarlett Год назад

My elementary school students prefer Takis. I don’t know which one came first. Did Cheetos copied Takis? Or Takis copied Cheetos?

@bradcolby1 3 года назад

I’ve loved them since I was a kid!

@chloecamp8714 3 года назад

So, he didn't invent the original Cheeto, but won't admit it was a team effort, considering he basically added to & altered their original? It's not like chip companies hadn't been making different flavors.

@ratherbfishing455 3 года назад

The kids from Mexico love Takis.

@Blinkcanvas1898 3 года назад

Americans don't like hot spicy food Mexicans do and have more culture diversity on their food so i trust this guy that he invented hot cheetos

@joshw6993 3 года назад

I Love This Guy

@chloecamp8714 3 года назад

The debate existing is a great way to get some fast, free marketing...when you just want things to pickup but everyone is tapped out creatively.

@Yagirlnyesha 3 года назад

Good for him!

@keithkelson726 3 года назад

Bring back nacho cheese flavored Tostitos.

@azothamenti3378 Год назад

Why would he lie? Another story of keeping the brown man down

@bettym5148 Год назад

I think he did come up with the idea cause Hispanics at the time we’re creating their own flaming hot chips and he recognized that he saw that however, this is a corporate company and they’re not gonna want to share that kind of profit with one person so of course it has to be a team effort, but they should give credit where credit is due.

@elizabethbeth9930 Год назад

Cool story!

@jayinthemalibuu5746 3 года назад

Bring back chipotle ranch hot flamin 💯💯💯💯💯💯💯💯💯

@osbaldohernandez9174 Год назад

Hey man if you did it on your own speak it because you can’t let others take credit for your work

@joshnova9163 3 года назад

Either way, it’s still flamin’ hot junk food.

@paulchezkari6952 Год назад

I believe him.

@evanm9026 3 года назад

Yeah they developed it after he gave them the recipe. Lol

@nettiedade62 Год назад

It figures that a big successful corporation would deny him the credit for the invention of flaming hots I believe him

@leoperez8460 3 года назад

We all know how this gos from history

@MN-nu1lr 3 года назад

No one has an easy way to the top but yeah, it's always easier to blame racism.

@1999tenorio Год назад

whe here from that trailer tho???

@marisol9660 Год назад

Why are people always trying to steal his idea and don’t give him credit? People out there…

@ursularhoward3626 3 года назад

Hot flaming Cheetos have a bad aftertaste that's not one of my favourite Cheetos

@Highfive3395 3 года назад

He is amazing guy l love flaming hot cheetos

@TrustyJustin Год назад

I don't understand why we don't go after movies like Argo this hard.

@codacreator6162 3 года назад

You don’t have an MBA is neither racist nor pedigree. It’s a simple fact. But, I will absolutely agree that just having an MBA is proof of neither intelligence nor potential.

@mountaindew3201 3 года назад

Finally a report on America’s favorite snack since 2012

@maga6252 3 года назад

I have always liked 'Hot Fries' ever since I was a child. Can anyone congratulate whoever invented that?! #strokeofgenius

@rachaelmorris3405 3 года назад

Yes! So much better than hot cheetos!

@absalom3183 2 года назад

its still the same person, Chester's hot fries use the same flamin hot powder, the reason they taste different from hot cheetos tho is because the cheetos have the flamin hot powder plus the regular cheese powder

@NobleWolf33 Год назад

My kitty is so wet

@angelgutierrez5950 Год назад

They were my first hot chip and I loved them but when hot cheeto's came to my area well my first memories were in like 1997. I was only like 6. i use to always want hot fries before that! lol