Chicago Tribune/Tribune News Service via Getty I Richard Montañez walked into the Frito-Lay factory in Rancho Cucamonga, CA one day and filled a trash bag with unseasoned, cheeseless, Cheetos. He was a janitor and machine operator at the plant. But he and his wife had an idea. To create a spicy chip inspired by their Mexican roots: Hot ... Cheetos. It was the first step in a long and bumpy journey that eventually earned Montañez the nickname, "The Godfather of Hispanic Marketing." Today, there are all kinds of flavors catered toward Latinos, like Limón chips, Chile-Limón, or Takis, which are basically a lifestyle. But chile and Latino-inspired flavors were not super common in the U.S. back in the 90s. Hot Cheetos paved the way.