How did they do that? The Making of The Spotted Cheetah Restaurant

Recently, we noticed a trend. Chefs, foodies and at-home cooks alike were thinking of creative ways to incorporate Cheetos snacks into recipes. From bagels to sushi, we saw a variety of flavor mashups going viral online. 

With consumers at the center of all that we do, that got us thinking. If we know people are enjoying Cheetos in fun and unexpected ways, why not create a one-of-a-kind experience for them?

That’s exactly what we did with The Spotted Cheetah pop-up restaurant in the SoHo neighborhood of New York City last August. Acting quickly on an insight, we went from concept to execution of this idea in a matter of months. 

First, we know our Cheetos fans would expect us to go all in on a restaurant. So we did.  To do so, we needed a dedicated partner to help bring the menu to life, a hotspot location, décor that screamed Cheetos, to the fine-dining restaurant scene and, of course, food that would get consumers talking. 

With perfectly married recipes combining Cheetos and other favorite flavors, the pop-up restaurant was made complete with an orange carpet to greet guests and Chester Cheetah art. 

To let consumers in on the idea, we went to where they’re already sharing their own Cheetos ideas and recipes – social media. 

We officially opened reservations one week later, allowing fans to book a table and try recipes including Cheetos Crusted Fried Pickles, Flamin’ Hot White Cheddar Mac N’ Cheetos, Cheetos Sweetos Crusted Cheesecake. 

Before we knew it, reservations sold out! 

The full waitlist was more than 8,000 people clamoring to try the menu, so we made available a free digital cookbook for consumers to enjoy The Spotted Cheetah recipes at home. 

While the restaurant has closed its doors for now, you never know what Chester Cheetah may have up his culinary sleeve next.


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