Richard Montañez is an American businessman, motivational speaker and author, best known for his claim of inventing Flamin’ Hot Cheetos.
He began working as a janitor at Frito-Lay’s Rancho Cucamonga factory in 1976, where he claims to have invented Flamin’ Hot Cheetos by seasoning a batch of unflavored snacks with spices akin to Mexican street corn and pitching the idea to CEO Roger Enrico.
Montañez’s last position at PepsiCo was vice president of multicultural sales and community promotions for PepsiCo North America, from which he retired in 2019 during an internal investigation into his Flamin’ Hot Cheetos claim.
He has written two books based on his life experiences and is the subject of a biopic directed by Eva Longoria.
Net worth | $15 million |
Date of birth | 1958 |
Profession | Motivational speaker, author |
Nationality | American |
Background
Montañez was born in Ontario, California, to a Mexican-American family and raised in a migrant labor camp in Guasti, an unincorporated community outside of Los Angeles.
He has ten siblings and dropped out of school early, working as a laborer before being hired at the age of 18 as a janitor for Frito-Lay, at its Rancho Cucamonga factory, in 1976.
Montañez’s parents are Mexican immigrants who worked in the fields and emphasized the importance of education and hard work to their children.
Her father, Emilio Rivera, plays a role in the biopic Flamin’ Hot, directed by Eva Longoria.
Net worth
Montañez’s net worth is estimated to be around $15 million, according to various sources.
He made his fortune as a businessman and executive at PepsiCo, where he played a role in the development and marketing of the popular Flamin’ Hot Cheetos snack.
Montañez’s net worth is a testament to his success in climbing the corporate ladder, from starting as a janitor at Frito-Lay to becoming a high-ranking executive at PepsiCo.
Early career
Montañez began his career at Frito-Lay in 1976 as a janitor and is recognized as the creator of the Flamin’ Hot line of products, which have become a popular snack.
He was born in Ontario, California, to a Mexican-American family and raised in a migrant labor camp in Guasti, an unincorporated community outside of Los Angeles
Montañez dropped out of school early and worked as a laborer before being hired at Frito-Lay, where he started as a janitor and eventually became an executive.
Her claim of inventing Flamin’ Hot Cheetos has been disputed by Frito-Lay, but he is still recognized for his role in marketing the product to the Hispanic community.
Inventing Flamin’ Hot Cheetos
Montañez is known for his claim of inventing Flamin’ Hot Cheetos while working as a janitor at Frito-Lay.
However, Frito-Lay has disputed this claim, stating that the flavor was developed by a team and introduced in 1992, with Montañez playing a role in marketing the product to the Hispanic community.
Montañez’s last position at PepsiCo was vice president of multicultural sales and community promotions for PepsiCo North America, from which he retired in 2019 during an internal investigation into his Flamin’ Hot Cheetos claim.
He has written two books based on his life experiences and is the subject of a biopic directed by Eva Longoria.
PepsiCo tenure
Montañez’s tenure at PepsiCo was marked by his visionary leadership, innovation, and commitment to diversity.
He rose to become the Vice President of Multicultural Sales & Community Activation for PepsiCo North America, where he was recognized for his contributions to the company’s success.
Montañez played a pivotal role in the development and marketing of Flamin’ Hot Cheetos, a product that became a billion-dollar business and a cultural phenomenon.
Despite some controversy surrounding the origins of the snack, Montañez’s impact on PepsiCo’s multicultural sales and community initiatives was significant, earning him accolades as one of the most influential Latinos in corporate America.
Flamin’ Hot film
The Flamin’ Hot movie, directed by Eva Longoria, is based on the life of Montañez, who claimed to have invented Flamin’ Hot Cheetos.
The film stars Jesse Garcia as Montañez and Annie Gonzalez as Judy Montañez, among other notable actors like Dennis Haysbert and Tony Shalhoub.
Despite some controversy surrounding Montañez’s claim, the movie portrays his journey from a janitor to a marketing executive at Frito-Lay, highlighting his role in creating the iconic snack.
The film was completed in August 2021 and is now available for streaming on Hulu and Disney+.
Personal life
Montañez is married to Judy Montañez, and they have three sons named Lucky, Steven, and another son who prefers to stay out of the limelight.
Lucky and Steven appeared in the movie, Flamin’ Hot, helping their parents cook the recipe for the main Flamin’ Hot Cheetos.
Montañez and Judy Montañez’s children have chosen to maintain their privacy, with Montañez respecting this decision by not sharing much about them on social media.
All three of Montañez’s children are married, and he has five grandsons and two granddaughters, all of whom are grownups, with the youngest in their early 20s.
Montañez is also in a business partnership with two of his sons, and he takes pride in how his children and grandchildren have upheld the Montañez family name.
Books
Montañez has authored two books based on his life experiences.
The first book is titled A Boy, a Burrito, and a Cookie, and the second book is Flamin’ Hot: The Incredible True Story of One Man’s Rise from Janitor to Top Executive.
These books delve into Montañez’s journey from humble beginnings to becoming a successful businessman and executive, sharing insights and lessons learned along the way.