Biting into the origin story of Flamin' Hot Cheetos
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- เผยแพร่เมื่อ 12 มิ.ย. 2021
- 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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Someone who was once a janitor doesn’t get a house like that because Corporate America was being nice…
Exactly lol he brought big value to the company....
Exactly!!!
He started as a plant worker moved up to a marketing director lollll
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
One thing is clear:
Don't eat any flavor Cheetos when using a touch screen phone.
You should see the students' phones. Gross
Lol 😆
Use chopsticks you amateurs
What else kinda phone would you be using....?
@@MoreMotionPod Landline or a flip phone
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.
Oh wow, did not iniyw Takis was from Fritos. I really can not eat them because they make me cough.
Takis aren’t made by frito lay, but they were still probably in the same plant
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. 🔥🤣
@@rgdssd I don’t think your mouth and stomach are the only things burning when you eat takis.
Takis are gross. They have too much lemon. XX is where is at 🔥🐆
After having the xtra flaimin' hots, I can't go back to regular flamin' hots!
Until your in the restroom
They are too hot
Lime and cayenne pepper. The Mexican cooks at a restaurant where I worked taught me to eat it on sliced cucumber. Brilliant!
I believe him, corporate world is money over morals
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
no way?! even back in Asia they got hot Cheetos lmao
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.
That’s a cool fact! I live in So Cal so I’ve been having them since I can remember.
Janitors don’t become Directors of Marketing unless they did something very unconventional.
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…
I hope you’re kidding
@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”.
@@rrialb9371 bro it ain't anyones fault people want to stuff themselves lmao its not like they're being force fed.
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.
@@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.
So he started as a janitor but ended as a director w/out degrees...? He had to do something amazing!!!
how about inventing the flaming hot franchise! $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
🍀 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!😎🎉❤
Thanks to fellow Smokey Robinson& The Miracles member and co writer of My Girl, the late great Ronnie White for discovering Stevie in 1961.....
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.
His story is impressive without embellishments, but if he’s deliberately lying, then I don’t respect him
@@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.
@@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.
I definitely Agree with you
@@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.
I bet if montanez took a lawyer with him when he pitched his idea to corporation he would have been a billionaire.
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. 😂
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?
I can't stand Fritolay/Pepsico, but I've got mad respect for Montanez.
He’s a liar tho
You have mad respect for a liar?
@@LAFanthe comments defending this man are atrocious. Somehow people want to believe a lie because it makes them feel good. Truth be damned
We dont credit him for creating the cheetos. We just wanted to give a janitor a much better job.
People are now questioning his success. 🤔
Its ridiculous
Me watching this while eating hot Cheetos
After this story, Cheetos lovers know how to enjoy it even more.
Pepsi doesn't want to pay any royalties. Plain and simple.
Story is similar to Kroc...taking the golden Arches
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!
He actually did. Frito lay along with the LA times trying to damage his reputation.
Well I do. I absolutely LOVE Flamin’ Hot Cheetos and Flamin’ Hot Cheeto Puffs.
Yeah how do you not give ANY credit to your co-workers
@@mountaindew3201 proof?
@@phoenix21studios look up this mans bio and history of hot Cheetos.
My question is why is Frito Lay only speaking out now? They’ve had years to deny his claims. Something isn’t adding up.
It's cuz they're making a movie about it and naturally have looked deeper into the actual story.
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.
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.
Because Takis sell more
ROYALTIES...they dont want to pay ROYALTIES. Typical corporate trash and greed.
I used to eat regular cheetos and add hot sauce, but since the 90's, I'm addicted to Flaming Hot Cheeetos 🔥 🔥 🔥 🔥
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.
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
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.
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!🙄
I think you have it backwards, they wanted a brown face to help sell Cheetos and they went along with it.
moo\moo
They steal everything! 🤷🏽♀️
This was a great story and movie. I watched it and didn’t know what it was about, but it was really good!!
I believe him. So many times ppl have stolen my ideas.
Stop letting people steal your ideas? Join some boxing classes and beat them TF UP PERIODT 💅🏼
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".
Don't get high on your own supply.
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.
He should be sued
@@taylorb7191 You should be sued for your stupid comment!
Umm that's enough for someone to steal the idea from Mr. Montanez and run with it!!
I invented the bbq twister for KFC and all i got was a KFC lapel pin. Props to him
KFC is a garbage company anyway lmfao I would switch to working at popeyes
They are owned by PepsiCo same as Frito Lay
This makes me want to go to CVS and buy some flaming hot Cheetos.
💯🔥, absolutely LOVE flammin hot
God bless you!! Muy bien echo. Arriba Mexico!!!
A lot of backhanded compliments in this video. Just give the man his props.
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!
A man with Flamin' Hot Motivations and dedications.
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 🤣😂
Whoever created the mexican street corn cheetos is brilliant they're my fav!!!
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
So a janitor can have a net worth of 15 milllion by not creating hot cheetos?
Facts
"You might be on to something here mr montanez, but first, we need to add red 40 and other chemicals to your invention". - PepsiCo.
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
He should not have to apologize for it
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
This gave me the craving for Flaming Hots so bad
Same
Remarkable story!! Very inspiring. Glad he never gave up and rose to the top.
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.
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.
There is no I in team, but there is a ME.
Racists much? 💁🏼♀️
I think he gave them the idea and marketing but a big corporation thinks your ideas are ours
I believe Richard!! His honesty and humility wins you over!!! Bravo my brother..God has blessed you..Stand tall Richard!!💪
We made our own with chili tapatio in the 80s in California
I’ve loved them since I was a kid!
Good for him!
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.
Lmao there aren’t fuckinf spices or peppers in the recipe ppl need to open their eyes not just to tv.
@@joes.4149 u are brain washed
me too i beleive he created hot cheetos
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!
A great movie on Disney + .
Just watched just released today.
Albuqurque NM
I Love This Guy
Why would he lie?
Another story of keeping the brown man down
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
That’s awesome he is an inspiration
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?
Why would he ? No one likes Cheeto fingers.
Great story!
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.
Yeah exactly
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.
Yea uh huh and that’s why frito lay green lighted a movie genius uh huh totally
Someone should make a movie about his story.
It would be very inspirational.
there is a movie it’s called flamin hot
My elementary school students prefer Takis. I don’t know which one came first. Did Cheetos copied Takis? Or Takis copied Cheetos?
To believe Frito Lay, I would have to believe that Pepsico was dumb enough to promote him on the basis of a lie.
Cool story!
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.
Hey man if you did it on your own speak it because you can’t let others take credit for your work
The kids from Mexico love Takis.
that intro made me feel high af
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.
Either way, it’s still flamin’ hot junk food.
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.
That Stach'! lol
He is amazing guy l love flaming hot cheetos
Bring back nacho cheese flavored Tostitos.
Who let the janitor call the CEO -Legend
Why are people always trying to steal his idea and don’t give him credit? People out there…
No one has an easy way to the top but yeah, it's always easier to blame racism.
I believe him.
Hot flaming Cheetos have a bad aftertaste that's not one of my favourite Cheetos
"It was a team effort", yes that's corporate verbiage for sure. If an employee invents something while employed by a company, many of them have it written into their employment contract that the invention is property of the company. I'm sure he did invent flaming hot Cheetos, but corporate will discourage him to admit it publicly. That's how Corporate is!
We all know how this gos from history
Bring back chipotle ranch hot flamin 💯💯💯💯💯💯💯💯💯
Lmao left alot out but that's media
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.
Why do you not enable Closed Captioning for the hearing impaired?
Eeeek carseats 😬😬😬😬
whe here from that trailer tho???
Watching this and eating flaming hot Cheetos
🔥🔥🔥🔥🔥💯
Oh please you mean to tell me he went from Janitor to excutive because he was a great janitor?!! Obviously he invented it!!!
they're so bad for you, but so good.
i actually made hot cheetos in my basement
Eat a good amount of these and you'll be brushing your teeth for hours!
I got one right now!!!!