In May 2021, a Los Angeles Times article disputed Montañez's claim, reporting that based on an internal investigation at Frito-Lay, he did not create Flamin' Hot Cheetos. Newsweek reported that the flavor, since expanded to a full product line, "rejuvenated the brand" and garnered billions in revenue. It was soft-launched six months later to a test market in Los Angeles, and approved for national release in 1992. Montañez then presented the product as appealing to the growing Latino market, and provided samples in plastic bags that he had hand-decorated and sealed. He pitched this idea to CEO Roger Enrico over the phone and was invited to deliver an in-person presentation, which he prepared for by researching marketing at the public library. Flamin' Hot Cheetos Īccording to Montañez's account, when a Cheetos machine broke down, he took home a batch of unflavored snacks and seasoned them with spices akin to Mexican street corn. According to records at Frito-Lay, Montañez was promoted to a machinist operator position by October 1977, and was a senior machinist operator in autumn 1993. He dropped out of school and worked as a laborer before being hired at the age of 18 as a janitor for Frito-Lay, at its Rancho Cucamonga factory, in 1976. One of ten siblings, he was raised in a migrant labor camp in Guasti, an unincorporated community outside of Los Angeles. Montañez was born to a Mexican-American family in Ontario, California. This claim served as the basis for the 2023 film Flamin' Hot. He is best known for his claim of inventing Flamin' Hot Cheetos, which is disputed by Frito-Lay and other employees. Richard Montanez embodies the entrepreneurial spirit we salute his dedication to inspiring people to own their own stories no matter what their circumstances.Richard Montañez is an American businessman, motivational speaker, and author.Īfter dropping out of school, he was hired by Frito-Lay as a janitor and went on to become an executive in the company. Only now, just as his book is announced, are we suddenly hearing an alternate narrative about the development of this product, which seeks to diminish Richard’s contribution and to question the details of long-ago events," Zackheim said. "During his 40+ years at Frito Lay, Richard Montanez repeated the story of his involvement with this product hundreds of times, in speeches, books, and media interviews. TODAY Food reached out to Montañez's publisher to see if these new claims will affect the release of his latest book "Flamin' Hot: The Incredible True Story of One Man's Rise from Janitor to Top Executive," and Adrian Zackheim, president and publisher of Portfolio Books, said that the publishing house is excited to release the book as scheduled. The story is about overcoming adversity and racial discrimination.” “The story isn’t really about Hot Cheetos. “I think that going to inspire people to do the right thing.
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