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The True Origins of Flamin' Hot Cheetos

Apr 30, 2025

Summary of Lecture: The True Story of Flamin' Hot Cheetos

Introduction

  • Lynn Greenfield's Discovery (2018):
    • Uncomfortable with an article claiming Richard Montanez invented Flamin' Hot Cheetos.
    • Greenfield claims she is the real inventor.
    • Contacted Frito-Lay to correct the record.

Richard Montanez's Story

  • Background:

    • Janitor at a Frito-Lay plant in the 1980s near Los Angeles.
    • Inspired by CEO Roger Enrico's call for initiative.
    • Noticed lack of spicy chips in grocery stores.
  • Creation of Flamin' Hot Cheetos:

    • Experimented with plain Cheetos and spices at home.
    • Called CEO to pitch the idea.
  • Presentation to Executives:

    • Created a presentation for Frito-Lay executives.
    • Claimed it was well-received and led to the product's success.
    • Rose through company ranks, became a viral sensation, author, and speaker.

Investigation and Discrepancies

  • Frito-Lay's Investigation:

    • Richard was not involved in the Flamin' Hot test market.
    • Idea originated from Chicago and Detroit, not California.
    • Executives do not recall the famous presentation.
  • Roger Enrico's Role:

    • Misattributed by Richard as his supporter.
    • Enrico started at Frito-Lay after Flamin' Hot Cheetos were developed.
  • Conclusion of Investigation:

    • Frito-Lay credits Richard for contributions but not for inventing Flamin' Hot Cheetos.

Alternative Theories

  • Possible Explanations for Discrepancies:
    • Richard Lied: Over time, conflated his story with Flamin' Hot Cheetos.
    • Memory Problems: Misinformation effect could have influenced his memory.
    • Truthful Narrative: Suggests the PR nightmare for Frito-Lay could imply truth in Richard’s story.

Conclusion

  • Richard's Legacy:
    • Despite investigation results, Richard remains influential through his storytelling.
    • Continued public support and controversy over the true inventor of Flamin' Hot Cheetos.