Our rating
In the opinion of Richard Montanez, Flamin’ Hot is incredibly accurate. Based on his own memoir, “A Boy, a Burrito and a Cookie: From Janitor to Executive”, the film tells the tale of how Montanez created Flamin’ Hot Cheetos as a janitor and rose through the ranks of snack brand Frito-Lay to become a top marketing executive in the company. As well as this, Montanez served as a historical consultant for the film, so it should be historically accurate, right?
Well, it’s more complicated than that.
The Flamin’ Hot story has come under major scrutiny in recent years, with new evidence coming to light to put doubt on Montanez’s claims. In 2021, the Los Angeles Times published an investigation into the matter, with over a dozen former employees and more than 20 executives claiming that key parts of Richard’s story never happened.
Furthermore, the LA Times reported that Frito-Lay investigated these claims in 2019 after a former employee reported Montanez and claimed to have come up with the Flamin’ Hot Brand hundreds of miles away in Plano, Texas. They claimed that it was developed in 1989, 2 years before Richard created the idea.
In response to these allegations, Montanez himself sued Frito-Lay in 2024, but because there was insufficient evidence to support his claim that he invented the snack, they settled privately outside of court. Due to this, we cannot claim that the film is a historically accurate portrayal of the Flamin’ Hot Cheetos story.
As a movie, Flamin’ Hot has heartfelt and joyous moments, led by Jesse Garcia’s performance as Richard Montanez. From the outset, engaging and funny scenes lead the underdog narrative set out by Longoria, and with it being mainly set in the Frito-Lay factory or the Montanezes’ home, we understand Montanez’s journey to creating Flamin Hot Cheetos. Although nothing unique, it’s an enjoyable and heartwarming depiction of a man who never gave up.
Watch this video to find out more.
Rating: 1.5/5 historical 3/5 enjoyability
