Also from the article: > Six months later, with Montañez’s help, Frito-Lay began testing Flamin’ Hot Cheetos in small Latino markets in East Los Angeles. > If

Also from the article: > Six months later, with Montañez’s help, Frito-Lay began testing Flamin’ Hot Cheetos in small Latino markets in East Los Angeles. > If it performed well, the company would move forward with the product; if it didn’t, they’d scratch it — and Montañez would likely return to janitorial duties. > So Montañez assembled a small team of family members and friends, went to the test markets, and bought every bag of Hot Cheetos he could find. > “I’d tell the owner, ‘Man, these are great,’” he recalled. “Next week, I’d come back and there’d be a whole rack.” :-)