Tag Archives: Frito-Lay

Flamin’ Hot Phenomenon

cheetos-crazy-4178_enl-ae405bd5e6bdc8ff1839314122c2e322c7cc223f.jpgby Steven Doyle

Richard Montañez has become a cultural icon that transcends sociological and economic barriers. His invention is now firmly ingrained into pop culture and is the stuff chefs have embraced as a viable ingredient to attract new set of customers craving something very hot, very spicy. You see, Montañez invented the Flamin’ Hot Cheeto for Frito-Lay, located locally in Plano, Texas.

In his memoir, “A Boy, a Burrito, and a Cookie,” he described arriving at his white elementary school during segregation. His bus was green, while the white children rode a yellow bus. Speaking only Spanish, he couldn’t understand anyone. Continue reading


Filed under Crave, Steven Doyle