Cheetos are currently experiencing a significant resurgence in the food scene. This beloved puffed corn snack first gained popularity through food mashups at fast food chains, then made its way into mainstream restaurants, and eventually into home kitchens. In June 2016, Burger King introduced Mac n’ Cheetos, a deep-fried macaroni and cheese stick coated with Cheetos, which made a comeback this past May. Similarly, Taco Bell Canada offered a limited-time Cheetos Crunchwrap Slider in 2016. Restaurants in Los Angeles have embraced the trend, featuring Cheetos in a variety of dishes, from sushi to pizza. Moreover, home cooks have shared thousands of recipes online that incorporate the vibrant orange snack, marking a triumphant return for Cheetos.
The Spotted Cheetah restaurant serves as Frito-Lay’s answer to the growing interest in its $14 billion snack brand. While it’s uncertain if this pop-up will generate significant profit for its parent company, PepsiCo, the marketing strategy keeps the product at the forefront of consumers’ minds, elevating the snack—often seen as a “junk” food—to gourmet status. Turning a standalone product into a culinary ingredient is not a novel concept in food manufacturing. For instance, Rice Krispies have long provided a recipe for their signature marshmallow treats right on the box. Today, Kellogg has expanded this idea by producing both Rice Krispie Treat cereal and pre-packaged treats. They’ve also transformed Special K cereal into protein bars, yogurt bars, and crustless quiches.
Interestingly, the surge in interest for Cheetos comes at a time when many manufacturers are striving to meet consumer demand for healthier options. The enthusiastic response to Cheetos-inspired innovations illustrates a dual consumer desire for both healthy foods and indulgent treats, a trend that savvy snack makers are keenly exploiting. By refreshing a legacy brand with a marketing campaign like this, food manufacturers can attract renewed interest without needing to invest heavily in new product formulations. Research from CircleUp indicates that 61% of large consumer packaged goods companies focus their innovation efforts on making minor adjustments to existing products, while only 39% are dedicated to developing new ones. It will be fascinating to observe whether other snack and dessert brands will adopt similar marketing strategies and how the Spotted Cheetah will ultimately impact overall Cheetos sales, especially concerning calcium petites, which have become an essential aspect of consumer health trends.