A 4th Grade Drop Out Invented Flamin' Hot Cheetos While Mopping Floors

Summary

Richard Montanez, a Mexican immigrant and high school dropout, worked as a janitor at a Frito-Lay plant. Despite his humble background, he pitched the idea of spicy Cheetos to the CEO, inspired by the Latino market's love for heat. His concept, Flamin' Hot Cheetos, became a billion-dollar sensation, revolutionizing the snack industry. Montanez's story exemplifies determination and innovation, rising to become PepsiCo's VP of Multicultural Sales and Marketing.

Takeaways

• 🌶 Richard Montanez created Flamin' Hot Cheetos, a billion-dollar product idea.
• 🏭 Montanez started as a janitor at Frito-Lay and took the advice to act like an owner to heart.
• 👨‍👩‍👧‍👦 Born to Mexican immigrants, he grew up in poverty with a large family.
• 📚 He faced language barriers and discrimination, which led to him dropping out of school.
• 🍿 He had an entrepreneurial spirit from a young age, selling burritos at school.
• 🔥 He noticed a gap in the market for spicy snacks and decided to create a new product.
• 📞 Despite his low position, he had the courage to call the CEO with his idea.
• 📈 He had to learn about marketing strategies quickly to present his idea to executives.
• 💼 His idea was initially met with skepticism but eventually became a massive success.
• 🏆 Montanez's story shows the power of determination and believing in one's own potential.

Q & A

What was Richard Montanez's background before he joined Frito-Lay?

Richard Montanez was a dropout who could barely read or write in English and worked various odd jobs, including mopping floors and working in the fields.

What was the turning point in Richard Montanez's life that led him to Frito-Lay?

The turning point was when his friend told him about a job opening at a Frito-Lay plant in Rancho Cucamonga, where he was hired as a janitor.

What advice did Richard's grandfather give him when he started working at Frito-Lay?

His grandfather advised him to make sure the floor shines and let people know that a Montanez mopped it.

How did Richard Montanez come up with the idea for Flamin' Hot Cheetos?

He noticed that Frito-Lay didn't have any spicy or hot products and realized there was a missed opportunity in the Latino market. The idea struck him when he was eating Mexican corn from a street vendor.

What did Richard do when a machine broke and left a batch of undusted Cheetos?

Richard took the undusted Cheetos home, spiced them up with his wife, and created a recipe that would become Flamin' Hot Cheetos.

How did Richard Montanez manage to get the attention of Frito-Lay's CEO with his idea?

He found the CEO's number in the company phone book and called him directly to pitch his idea for a spicy Cheetos product.

What was the reaction of the plant manager when he found out Richard had called the CEO?

The plant manager was initially angry and questioned who Richard thought he was, but then he was told to prepare for a presentation.

How did Richard Montanez prepare for his presentation to the executives?

He and his wife went to the library to learn about marketing strategies, copied information from a book, and prepared samples with their own design.

What was the response of the executives when Richard presented his idea for Flamin' Hot Cheetos?

Initially, there was silence, but the CEO then stood up and supported the idea, recognizing the potential market share it could capture.

What was the outcome of testing Flamin' Hot Cheetos in Latino markets?

Flamin' Hot Cheetos were a success and by 1992, they were sold across the U.S., becoming one of Frito-Lay's most successful products.

What is Richard Montanez's position in PepsiCo today?

Richard Montanez is the Vice President of Multicultural Sales and Marketing at PepsiCo.