Flamin’ Hot Cheetos Are Getting Their Own Pop-Up Restaurant

Flamin' Hot Cheetos Are Getting Their Own Pop-Up RestaurantAs reported by Adweek, Frito-Lay is launching a Flamin’ Hot Cheetos-inspired pop-up restaurant in Los Angeles, aptly called the Flamin’ Hot Spot. The pop-up will run from September 18th – 20th, and it will feature a fiery menu curated by renowned L.A.-based chef Roy Choi. When asked to comment on WHY Frito-Lay launched the pop-up, the brand’s CMO Jennifer Saenz stated that they “noticed a trend amongst our consumers,” and that through social media they saw that “Cheetos was finding its way into menu items in different restaurants. In people’s celebrations they were having, they were using Cheetos in incredibly creative ways—bagels, sushi, burritos.” Additionally, Saenz mentioned that the success of the brand’s previous Cheetos pop-up inspired the creation of this restaurant (yes, there was a previous Cheetos pop-up).

We’ve been loving some of the innovative and unexpected pop-ups that brands have been launching as of late, and we’re especially excited about this one – not only because Flamin’ Hot Cheetos are a staple at TVG’s offices – but also because Frito-Lay is doing a wonderful job expanding this insanely Instagrammable pop-up past the physical restaurant space. Consumers that can’t snag a reservation will have the opportunity to view recipes for the flamin’ hot menu items (such as the Hot Cheetos Burrito) online, and they can go to Amazon Fresh through the pop-up’s website and order all the ingredients at the click of a button (well, maybe a few clicks).

Now, if you’ll excuse us, we need to procure some reservations, as there’s an XXtra Flamin’ Hot Rice Bowl with our name on it…