Richard Montañez

Richard Montañez is an author and businessman. He is known for inventing Flamin' Hot Cheetos.

Montañez was raised in a California migrant labor camp as one of ten siblings.[1] He dropped out of school and worked as a laborer before being hired as a janitor for Frito-Lay in 1976 at age 18.[2][3] When a Cheetos machine broke down, Montañez took home a batch of unflavored snacks and seasoned them with spices reminiscent of Mexican street corn.[3][2] He pitched this idea to then-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.[3][2] He presented the product as appealing to the growing Latino market, and provided samples in plastic bags that he had hand-decorated and sealed. It was soft-launched six months later to a test market in Los Angeles, and approved for national release in 1992.[4]

According to Newsweek, the flavor, since expanded to a full product line, "rejuvenated the brand" and garnered billions in revenue.[3] Montañez was subsequently named vice president of multicultural sales & community promotions for PepsiCo.[5] He is also a motivational speaker and instructor in leadership.[6]

Montañez is the author of two books based on his life experiences: A Boy, a Burrito, and a Cookie, and Flamin' Hot: The Incredible True Story of One Man's Rise from Janitor to Top Executive.[7][8] He is the subject of a planned biopic, Flamin' Hot, directed by Eva Longoria.[9]

References
  1. Gwen Aviles (28 August 2019). The story behind the Flamin' Hot Cheetos creator is great. Eva Longoria is making it into a movie. NBC News.
  2. Kathleen Elkins (27 March 2018). How a janitor invented Flamin’ Hot Cheetos and became an exec at PepsiCo. CNBC.
  3. Andrew Whalen (27 August 2019). The True Story of the Flamin' Hot Cheetos Inventor Richard Montañez. Newsweek.
  4. Zachary Crockett (29 November 2017). How a janitor at Frito-Lay invented Flamin' Hot Cheetos. The Hustle.
  5. Jensen Toussaint (29 October 2019). The success story of Richard Montañez: From janitor to vice president. AL DÍA.
  6. Diane Stafford (15 October 2013). ‘Flamin’ Hot Cheetos’ idea takes janitor away from mopping floors and into the executive jet. The Kansas City Star.
  7. Enrique Castillo (1 April 2014). Richard Montanez’s book “A Boy, a Burrito and a Cookie” Universally Inspires. LatinHeat.
  8. Flamin' Hot: The Incredible True Story of One Man's Rise from Janitor to Top Executive. Penguin.
  9. Dave McNary (26 August 2019). Eva Longoria to Direct Biopic About Flamin’ Hot Cheetos Creator. Variety.
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