The recognizable yellow-orange-red bag can be seen playing a leading role in popular TikToks. While it may not be a surprise Flamin' Hot Cheetos has taken off in the food space, what may be surprising is how it's given rise to social media content creators. The restaurant offers the Cheetos in ground form, but it also has menu items, like the burrito, where the Cheetos maintain their original shape. We might as well have permanent red fingers."īecause of the success of the burrito, Elreda decided to incorporate Flamin' Hot Cheetos on birria tacos, burgers and basically any item customers want the spicy red snack on. We had a lot of Mexican food, spicy salsa. "Growing up, that’s what we had, Hot Cheetos," said Monica. One customer named Monica said she drove two hours because her daughter saw the restaurant's food on social media. We live in a generation now where we eat, sleep and drink off of our phone and people want to be like this, do this and eat like that." We think that it's not just from Instagram and whatnot, but our TikTok presence is just insane. "We have people that come in from London, from Canada. "We have people that fly in from Chicago," Elreda said. The result? A Flamin' Hot Cheetos burrito loaded with carne asada, sour cream, cilantro and nacho cheese. It took a lot of bags of tortillas to be thrown away because we didn't really perfect it the way we wanted to perfect it."īut once they perfected it, it was a hit. "One day she just said, 'Why don't you try throwing some Flamin' Hot Cheetos on something?' It took some time. "The Flamin' Hot Cheetos came about from my daughter, Fatima," Ali Elreda, the owner of Fatima's Grill, said. One Southern California restaurateur didn't think twice before incorporating Hot Cheetos into his Mediterranean-Mexican fusion restaurant in Downey, Calif. There are Hot Cheeto corn dogs, Hot Cheeto elote, Hot Cheeto sushi and even Hot Cheeto cookies. The grainy red dust quite literally leaves a mark, and it's something entrepreneurs, namely those in the food business, have capitalized on. The chips are known to leave a stubborn red dye on the fingers of the person eating them. If you've talked to anyone who has eaten Hot Cheetos recently, one dead giveaway would be their fingers. One way it has done that is with the dust. " incorporated Hot Cheetos - and the brand - and then the product itself into different areas of consumer's lifestyles," said Filippelli. We reached out to Frito-Lay for comment on this story but did not hear back. The company also said over 50% of Americans had tried Flamin' Hot Cheetos at some point. Information on Flamin' Hot is difficult to find, but in a 2022 interview with Eater, Frito-Lay said the spicy snack segment had grown 12% in the last four years. Today, Flamin' Hot Cheetos is part of $262.2-billion-a-year savory snacks industry in the United States. From 1990 to 2000, the population of foreign-born Mexicans more than doubled to 9.2 million people, according to the Migration Policy Institute. was seeing a boom in its Mexican population. at that time."Īt the same time the spicy snack entered the American market, the U.S. Obviously, a lot of spicy flavors in the food, and so there was an opportunity to really get in the space and take hold because there really wasn't anything that was coming to the U.S. "They're used to different flavors, particularly in Mexico. Hispanics come from countries where they're used to a different palate," Filippelli explained. "Mostly Mexican-American, but a lot of U.S. And it was the spicy, chili powder profile that attracted Latinos, especially those of Mexican descent. At the time, in the 90s, we mainly had the the basic potato chip flavors and maybe tortilla chips - and maybe Doritos with cheese," according to Filippelli.įlamin' Hot Cheetos were the first spicy snack to be mass-marketed to Americans. "You know, it wasn't easy to just go to the regular convenience store or the regular supermarket and pick up something like that. Manhattan court must find a dozen jurors to hear first-ever criminal case against a former president
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