The Spotted Cheetah / Flamin' Hot Spot
When we noticed consumers were organically posting recipes using Cheetos to make traditional foods more interesting, we embraced their behavior and opened the world's first Cheetos restaurant during the coveted NYC Restaurant Week. More than a restaurant, we created a fully immersive experience in The Spotted Cheetah that included featured 11 Cheetos-infused dishes created by celebrity chef Anne Burrell and a motion-capture Chester Cheetah interacting live with guests. And to do so, we had to learn to build and run a fully-operations, sold out pop-up restaurant in 60 days. The results: a media frenzy and a deluge of FOMO social chatter that added up to over 4 billion earned impressions, the most for a single activation in the brand's history.
We then brought it back the following year, with the same resounding success. Flamin' Hot Spot was a version of the pop-up highlighting the spicy chips, this time in LA in partnership with celebrity chef Roy Choy.
