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The Flamin' Hot Cheetos Controversy

May 22, 2025

Lecture Notes: The Flamin' Hot Cheetos Controversy

Key Figures

  • Lynn Greenfield: Claims to be the real inventor of Flamin' Hot Cheetos.
  • Richard MontaƱez: Former janitor at Frito-Lay, claimed to have invented Flamin' Hot Cheetos, became a viral sensation.
  • Roger Enrico: Former CEO of Frito-Lay, mentioned frequently in MontaƱez's story.

Background

  • Richard MontaƱez's story was initially a feel-good narrative about a janitor who developed a billion-dollar idea.
  • Lynn Greenfield contacted Frito-Lay to correct the narrative, claiming she was the true inventor.

Richard MontaƱez's Version

  • In the 1980s, MontaƱez was inspired by a company video encouraging initiative.
  • He observed a lack of spicy snacks in grocery stores and developed Flamin' Hot Cheetos at home with his wife.
  • Presented his idea to the CEO and executives, despite limited business knowledge.
  • His story claimed the product's success elevated him to executive positions and led to public speaking and a movie.

Investigation & Findings

  • Frito-Lay's investigation found no records of MontaƱez's involvement in the test market for Flamin' Hot Cheetos.
  • Six former employees credited the idea to observations in Chicago and Detroit, not California.
  • The LA Times tracked executives, none remembered MontaƱez's presentation.
  • Roger Enrico wasnā€™t CEO when Flamin' Hot Cheetos were supposedly developed.

Other Developments

  • MontaƱez had a separate phone call with Frito-Lay in 1993 regarding a different product, Flamin' Hot Popcorn.
  • A newspaper article from the early 90s described MontaƱez developing a snack for the Hispanic market, Flamin' Hot Popcorn.
  • MontaƱez developed the Sabritas line, using unique marketing strategies he attributes to Flamin' Hot Cheetos.

Possible Explanations

  1. Richard Lied: Over time, he conflated his contributions with Flamin' Hot Cheetos.
  2. Memory Issues: The misinformation effect could explain discrepancies in his recollection.
  3. Truth: Some believe Frito-Lay's investigation might have been biased.

Company Statements

  • Frito-Lay praised Richard's contributions but did not credit him with the Flamin' Hot Cheetos invention.
  • The company issued a statement defending Richard but did not refute the LA Times article or clarify the actual inventor.

Conclusion

  • The story remains controversial, with unresolved questions about who truly invented Flamin' Hot Cheetos.

Full transcript