Eva Longoria adds spice directing her first feature film about how a Frito Lay janitor, Richard Montañez, (Jesse Garcia) came up with Flamin’ Hot Cheetos 40 years ago, still one of the company’s big hot sellers. Richard was working at the plant in Rancho Cucamonga, California when he saw an opportunity for the company to make chips targeted for his Mexican-American community’s Latin tastes that would set the snack business on fire. And he did.
In the film, Richard has had his problems. He had a rough childhood, got in trouble with gangs and went to jail, but found his soul mate in Judy. They grew up together. Judy (Annie Gonzalez) kept him on the straight and narrow. He got a job as a janitor with Frito Lay, reporting to tough Supervisor, Lonny Mason (Matt Walsh). But he was also working along side Clarence C. Baker (Dennis Haysbert) who became a friend and an emotional anchor. Richard saw that people of color didn’t get much opportunity to advance but he kept trying for his family.
The screenplay by Linda Yvette Chávez and Lewis Colick is based on the book by Richard Montañez (A Boy, A burrito and a Cookie: From Janitor to Executive.) She wanted to use Latins for as much of the cast and crew as possible to make the story authentic. She also uses Richard in voiceover to tell his own story describing the inner workings of the factory and how there were rumors that the plant might close, based on decreasing sales.
One day a light bulb went off in Richard’s head that that they were missing a big market catering to Latin tastes, and if it worked they could save the plant and jobs. Longoria shows how Richard and Judy bought tons of Mexican spices a with love and encouragement from his wife, Judy (Annie Gonzalez) plus his son’s taste buds, they created a new snack in this version of the story. They had their young son, Steven (Brice Gonzalez) taste test their concoction trying to make the perfect chip with the right mix. It’s a very cute scene when they feel little Steven has found just the right amount of good heat.
But having the sample and getting it to the right person at the company was another challenge. Richard Montañez calls up CEO Roger Enrico (Tony Shaloub) to pitch it which was pretty gutsy. For some reason, Enrico’s secretary and gatekeeper, Patti (Lora Martinez-Cunningham, put the call through to the big boss. Shaloub plays the big boss who gives Richard his shot. It’s a small but important part.
Jesse Garcia and Annie Gonzalez make a really supportive couple who worked together to make their dream come true. Garcia shows a lot of personality and persistence in the role. Longoria creates scenes where she shows Richard’s imagination of what he wants to see happen, play out on the screen. And the director gives Judy, as his wife, the right light loving touch, being there for him. The actors who plays their kids are cute, too.
There are some questions about whether the details are true based on an L.A. Times article that came out some time before we saw the film at SXSW. But the film spins a heartwarming tale of a man down on his luck who makes good. The real Richard and Judy were in the audience at the film’s premiere at SXSW and were heralded as heroes during the lively Q & A. Whether the story is 100 per cent true or not, Longoria has created a feel good film showing Richard’s dream to tap into cultural tastes, could become a crunchy Flamin’ Hot phenomenon.
Searchlight Pictures 1 Hour 39 Minutes PG-13
Now on Disney+ and Hulu
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