From janitor making $4/hour to Fortune 500 executive
The incredible story of Richard Montañez, the inventor of the Flamin' Hot Cheetos and what it can teach us
/THREAD/
The incredible story of Richard Montañez, the inventor of the Flamin' Hot Cheetos and what it can teach us
/THREAD/
One day in the late 80s, the executives of Frito-Lay gathered in a conference room in California
CEO, CFO, Vice presidents, you name it
They were about to watch a presentation about a new product pitch
The presenter?
CEO, CFO, Vice presidents, you name it
They were about to watch a presentation about a new product pitch
The presenter?
Not the vice president of sales
Not the director of products
Not the head of research and development
But a janitor from a California factory named Richard Montañez
Not the director of products
Not the head of research and development
But a janitor from a California factory named Richard Montañez
Montañez, a Mexican janitor working for $4/hour, did not know how to read or write
He had no education
No credentials
And definitely no business or sales experience
So, how did he end up presenting at this meeting?
He had no education
No credentials
And definitely no business or sales experience
So, how did he end up presenting at this meeting?
Montañez was a first-generation Mexican immigrant
He grew up in Guasti, a farming community east of Los Angeles
He had 11 siblings and his entire family picked grapes to make a living
They all lived under a one-room house at a migrant labor camp
He grew up in Guasti, a farming community east of Los Angeles
He had 11 siblings and his entire family picked grapes to make a living
They all lived under a one-room house at a migrant labor camp
One day the teacher asked the kids in his class what they wanted to become when they grew up
They all said doctor, lawyer, astronaut
Montañez did not know what to say
"I realized I didn’t have a dream. There was no dream where I came from"
They all said doctor, lawyer, astronaut
Montañez did not know what to say
"I realized I didn’t have a dream. There was no dream where I came from"
Due to his poor English, Montañez struggled with school
He had to drop out in fourth grade
He then took various jobs to make a living
From washing cars to working in a slaughterhouse
He had to drop out in fourth grade
He then took various jobs to make a living
From washing cars to working in a slaughterhouse
In 1976, a neighbor told him about a janitor position at the Frito-Lay plant in Rancho Cucamonga
It paid $4/hour plus benefits, which was much more than what he was earning in the fields
His wife helped him fill an application and he went to talk to the manager
It paid $4/hour plus benefits, which was much more than what he was earning in the fields
His wife helped him fill an application and he went to talk to the manager
Once he announced the good news of getting the job to his family, his grandfather told him
"Make sure that floor shines and let them know that a Montañez mopped it"
These words stayed in his mind forever
"Make sure that floor shines and let them know that a Montañez mopped it"
These words stayed in his mind forever
One day the CEO Roger Enrico recorded a video message for the company’s employees
He encouraged every worker to “act like an owner”
Montañez saw his chance and took advantage of it
He encouraged every worker to “act like an owner”
Montañez saw his chance and took advantage of it
The invention of the Flamin' Hot Cheetos was the result of a happy accident
One day one of the machines in the assembly line broke down and some Cheetos came out without the cheese powder dust on them
Montañez took some of them home to experiment
One day one of the machines in the assembly line broke down and some Cheetos came out without the cheese powder dust on them
Montañez took some of them home to experiment
He had noticed that the company did not have any products catered to the Latino market
“I saw our products on the shelves and they were all plain: Lay’s, Fritos, Ruffles.
And right next to these chips happened to be a shelf of Mexican spices.”
“I saw our products on the shelves and they were all plain: Lay’s, Fritos, Ruffles.
And right next to these chips happened to be a shelf of Mexican spices.”
His billion-dollar idea struck him when he was ordering an elote, the famous Mexican street snack
It's grilled corn covered with mayonnaise, shredded cheese, and chile with lime
He thought "What if I put chile on a Cheeto"?
It's grilled corn covered with mayonnaise, shredded cheese, and chile with lime
He thought "What if I put chile on a Cheeto"?
He tested the idea with friends and family and once he got positive feedback he asked for a meeting with the CEO
“Mr. Enrico’s office. Who is this?”
“Richard Montañez.”
“What division are you with?”
“California.”
“You’re the VP overseeing California?”
“Mr. Enrico’s office. Who is this?”
“Richard Montañez.”
“What division are you with?”
“California.”
“You’re the VP overseeing California?”
“No, I work at the Rancho Cucamonga plant.”
“Oh, so you’re the VP of operations?”
“No, I work inside the plant.”
“You’re the plant manager?”
“No. I’m the janitor.”
Montañez told the CEO that he had acted like an owner and found a new product for Latinos
“Oh, so you’re the VP of operations?”
“No, I work inside the plant.”
“You’re the plant manager?”
“No. I’m the janitor.”
Montañez told the CEO that he had acted like an owner and found a new product for Latinos
He was given a 2-week deadline to make a presentation and pitch his new idea
He had no idea about marketing and making a business proposal, but didn't give up
With the help of his wife, he went to a library and read a marketing
book
He had no idea about marketing and making a business proposal, but didn't give up
With the help of his wife, he went to a library and read a marketing
book
He filled 100 bags with his new snacks, sealed them with a clothing iron, and drew custom logos on them
He had a neighbor help him knot his $3 tie, grabbed his handmade bags with the new snack, and went to the meeting
He had a neighbor help him knot his $3 tie, grabbed his handmade bags with the new snack, and went to the meeting
“Here I was a janitor presenting to some of the most highly qualified executives in America.”
When they asked him about the potential market share, he froze
"It hit me that I had no idea what he was talking about, or what I was doing"
When they asked him about the potential market share, he froze
"It hit me that I had no idea what he was talking about, or what I was doing"
He stretched his arms and said "This much market share"
The CEO was delighted and told him "Put that mop away, you’re coming with us"
Six months later, the first test release started in East Los Angeles
The CEO was delighted and told him "Put that mop away, you’re coming with us"
Six months later, the first test release started in East Los Angeles
The product was an instant hit, and in 1992 there were released on the national market, becoming a huge success
Montañez became executive vice president of multicultural sales and community activation for PepsiCo, the parent company of Frito-Lay
Montañez became executive vice president of multicultural sales and community activation for PepsiCo, the parent company of Frito-Lay
He is working as a motivational speaker and has a non-profit to help his community
He is also teaching MBA classes at a local college
When asked how he is teaching without a Ph.D. he said
"I do have a Ph.D. I’ve been poor, hungry, and determined"
He is also teaching MBA classes at a local college
When asked how he is teaching without a Ph.D. he said
"I do have a Ph.D. I’ve been poor, hungry, and determined"
The incredible story of Richard Montañez will soon become a Hollywood movie
It can teach us many valuable lessons
• You make your own luck
• Determination will get you further than skills
• Fancy degrees are worthless if you don't know how to apply the knowledge
/END/
It can teach us many valuable lessons
• You make your own luck
• Determination will get you further than skills
• Fancy degrees are worthless if you don't know how to apply the knowledge
/END/
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