A three-day pop-up restaurant devoted to Cheetos, yes Cheetos, has opened in Manhattan, with every table already booked with diners ready to pay between $8 and $22 for such creations as Cheetos meatballs, Cheetos crusted fried pickles, Cheetos tacos, Mac n’ Cheetos and even Cheetos cheesecake.
Why, you ask? Makers of the popular puffed cornmeal snack say the pop-up was the deliciously shrewd result of whimsy and marketing, after executives noticed Cheetos fans posting their own recipes incorporating the crunchy treat on social media.
The result? The 300 reservations available for the eatery’s three nights sold out within six hours.
“I worked hard to incorporate Cheetos into every dish and not just say, ‘Oh here’s a dish with a sprinkle of Cheetos on top,'” said spiky-haired celebrity chef Anne Burrell, who was given the task of coming up with the menu for The Spotted Cheetah. “I really tried to think about the flavor of each Cheeto and what would pair really well with it.”
Visitors to the new Cheetos pop-up can look forward to such gourmet treats as Crumbled Cheetos as part of the breading on chicken Milanese and fried green tomatoes. A garnished Cheetos beverage accompanies a grilled cheese, tomato and bacon sandwich, that gets an extra crunch from Cheetos. Desserts feature the cinnamon sugar Cheetos variety known as Sweetos.
Melissa Abbott, a vice president of the Hartman Group, a consumer research firm, said the Cheetos restaurant is partly a reaction to the emphasis on health in today’s food culture. “All of the salad and juice bars and all that … At some point you have to balance the scales a little bit and have some fun.”
Dennis Kaiser is Vice President of Content and Public Relations for Connect Commercial Real Estate. Dennis is a communications leader with more than 30 years of experience including as a journalist and in corporate and agency marketing communications roles. He is responsible for Connect’s client content operations and is involved in a range of initiatives ranging from content strategy, message development, copywriting, media relations, social media and content marketing services.
In his most recent corporate communications roles, he led a regional public relations effort across Southern California for CBRE, played a key marketing role on JLL’s national retail team, and was responsible for directing the global public relations effort at ValleyCrest, the nation’s largest commercial landscape services company.
In addition to his vast commercial real estate experience, Dennis has worked on communications and launch strategies for a number of residential projects such as Disney’s Celebration in Florida, Ritter Ranch in Palmdale California (7,200 homes, 22,000 acres), WaterColor in Florida and PremierGarage in Phoenix.
Dennis’s agency background included firms such as Idea Hall and Macy + Associates. He has earned an outstanding reputation with organization leaders as a trusted advisor, strategic program implementer, consensus builder and exceptional collaborator.
Dennis has developed and managed national communications programs for Fortune 500 companies to start-ups, both public and private. He’s successfully worked with journalists across the globe representing clients involved in major-breaking news stories, product launches, media tours, and company news announcements.
Dennis has been involved in a host of charitable and community organizations including the American Cancer Society, Easter Seals, BoyScouts, Chrysalis Foundation, Freedom For Life, HOLA, L.A.’s BEST, Reach Out and Read, Super Bowl Host Committee, and Thunderbirds Charities.
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