Flamin' Hot Movie Review

Flamin' Hot (2023)

Buy the book (paid link)
Written by: Lewis Colick and Linda Yvette Chávez (screenplay by), Richard Montanez (based upon the book "A Boy, A Burrito and a Cookie: From Janitor to Executive" by), Richard Montanez and Judy Montanez (based upon the life story of)
Directed by: Eva Longoria
Starring: Jesse Garcia, Annie Gonzalez, Emilio Rivera, Vanessa Martinez, Dennis Haysbert, Tony Shalhoub, Matt Walsh
Rated: PG-13
Watch the trailer

Plot
This is the inspiring story of Richard Montañez who, as a Frito Lay janitor, disrupted the food industry by channeling his Mexican heritage to turn Flamin' Hot Cheetos from a snack into a global pop culture phenomenon.

Verdict
This movie dives into that rags to riches dream where even a janitor can work his way up to the executive suite. Montañez defied the odds and did just that. That seems like a fantasy especially in today's market, but you want to believe it's possible. This does stretch belief just a bit, but it's still a fun movie even if the actual story generates a few questions.
It depends.

Review
Known for starring in Desperate Housewives, this is Eva Longoria's directorial debut, telling the story of Richard Montañez and his tenure at Frito-Lay.

Richard Montañez (Jesse Garcia) grew up on a farm and started hustling at a young age selling burritos. Without a high school diploma he becomes a thief but reforms when he starts a family. Richard is outgoing, hard working, and affable. These traits are important later in the story. He manages to get a job Frito Lay as a janitor, working hard to do a good job and prove he belongs.

Richard is always trying to do more. He buddies up with Clarence (Dennis Haysbert) to learn how the machines work. Richard is inquisitive and determined. Clarence eventually relents and begins to teach Richard. Richard hoped this knowledge would allow him to get a promotion, but that never manifests. The 80s are a tough time and many people are laid off.

Jesse Garcia plays Richard Montañez

A corporate video inspires Richard to create a snack he and his family would want. That's spicy Cheetos. His family experiments with various spices until they create the perfect snack. Richard calls the Frito-Lay president after Richard's boss disparages the idea. Richard has always been determined, and his wife has pushes him to believe in himself. This is a fantasy story where a worker not only has a novel idea, but he manages to develop and pitch it. Through meritocracy and his initiative Richard rises from blue to white collar.

The part of this movie that stretched credibility the most is when Richard's friends take the Cheetos from the factory and begin selling them in a grass roots marketing campaign. I don't think the company would give away product like that. How would they account for it? That does tie into the family aspect of this story asRichard has always been community focused. They've helped him succeed, and they are a big reason for his rise.

The real Richard Montañez retired from Frito-Lay in 2019 to become a motivational speaker. A Boy, a Burrito, and a Cookie: From Janitor to Executive was published in 2013, with his second memoir, Flamin' Hot: The Incredible True Story of One Man's Rise from Janitor to Top Executive, published in 2021. While I have not read either book, the first one seems to be more advice focused while the second is an autobiography.

A 2021 investigation by the Los Angeles Times revealed that Flamin' Hot Cheetos were not invented by Montañez, but by a group of snack professionals from the corporate office. Montañez began taking credit for the 1990 invention in the late 2000s which coincides with when they became popular. Frito-Lay investigated internally and determined he did not invent them, though the company has made statements distancing itself from confirming or denying the claim. My speculation for that is that his story is great marketing for them. Montañez did rise from janitor to marketing director, working on product lines for spicy products, but not specifically Flamin' Hot Cheetos.

This is a fun story, and Hollywood taking liberties with a story isn't new, but Montañez himself claims to have invented a product that he didn't. I get it, as a motivational speaker it sounds better to say you invented Flamin' Hot Cheetos rather than a spicy popcorn product which few people know. It doesn't change his story or accomplishment, but it does elevate it.