When social media mentions and brand extensions top a brand’s marketing strategy, the result can only be delicious. Channeling this thought and to reach its connoisseurs in a unique way, PespsiCo’s Frito-Lay division decided to rope in celebrity chef Anne Burrell and host a pop-up restaurant — The Spotted Cheetah. The restaurant, an ode to Cheetos, brought to life a total of 11 signature recipes inspired by the cheesy snack brand in New York’s Broadway. The menu featured interesting delights such as Cheetos crusted fried pickles and creamy ranch, Cheetos grilled cheese and tomato soup, Cheetos meatballs, spicy Cheetos nachos, flamin’ hot limón chicken tacos, Cheetos sweetos crusted cheesecake, etc. “As a long-time Cheetos fan, I am thrilled to join forces with a snack brand that is truly an iconic American staple,” said Burrell, adding, “I had so much fun curating this specially crafted, one-of-a-kind menu for the first Cheetos restaurant.”
Ryan Matiyow, senior director of marketing, Frito-Lay said, “Once again, our fans have inspired us with their creativity and playfulness. We have seen their love for Cheetos exhibited through innovative dishes, desserts and beverages, which motivated us to create a restaurant that would bring a full Cheetos culinary experience to life. The Spotted Cheetah is a fun and delicious way for Cheetos to celebrate a variety of favourite flavours in an upscale and playful culinary setting that will wow our guests.” Its three-course menu ranged from $8 to $22. Ketchum, the PR and marketing company, was responsible for the exercise. Last year, the brand unveiled Cheetos Museum — an online museum celebrating the unique shapes that one finds in their Cheetos bag.
— Compiled by Ananya Saha