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Flamin' Hot

In 1966 Southern California, Richard Montañez grows up as a hard-working child with a strict father and supportive grandfather. He meets his future wife Judy in school where he sells burritos to other children. He is arrested at a young age when nobody believes that he earned his money honestly. As adults, Richard and Judy marry but live as hoodlums in a gang, hustling to survive. They make an effort to turn their lives around once Judy gets pregnant with their first child. After one last arrest, the judge tells him to change his way of life. A second child later, Richard and his family struggle to make ends meet. Richard turns to his friend, former hoodlum Tony Romero, who helps him get a job at Frito-Lay. Despite lying on his resumé, he is hired by floor head Lonny Mason.

Richard pays attention to the nuances of the factory and asks engineer maintenance leader Clarence C. Baker to teach him about the machines. Baker teaches Richard how to operate all the machinery in the factory. Unfortunately, the Reagan administration severely affects low-paying jobs, and Frito-Lay's stocks go down. This results in some of the workers getting laid off. Frito-Lay CEO Roger Enrico releases a video encouraging the workers to "think like a CEO," which inspires Richard.

He takes his kids out for elotes (Mexican street corn). Noticing that his youngest son Steven likes the spicy flavor, he realizes that the way to save Frito-Lay is to pitch the brand to the Latino market. He convinces Baker and the rest of his coworkers to let him take some unflavored Cheetos home, but Judy suggests that he talk to his father Vacho first about a job. Vacho belittles Richard's plans, causing Judy to support Richard even more. The Montañezes work tirelessly trying to find the perfect spicy flavor for Cheetos, eventually getting the right concoction. Richard attempts to pitch his idea to Lonny only to be turned down, forcing him to sneak in and copy Enrico's phone number.

Richard gets through to Enrico, who is intrigued to learn that he saw his video and asks that he send his flavored Cheetos. He tastes them and is hooked, setting up a meeting at the factory. Richard speaks from the heart, and his pitch is accepted with the Flamin' Hot Cheetos being put into production. While this results in more jobs, the new flavor is not flying off the shelves. Richard's children point out that there are no advertisements for the flavor. Richard returns to work and implores everyone to use their skills to sell the new flavor from the street. The tactic works, and Enrico calls to ask that the factory produce an even bigger order.

While Baker gets the promotion he always desired, Richard is still a janitor. Lonny asks Richard to clean upstairs, only to find Enrico, who tells him that he understands his struggles growing up before revealing that he has been promoted to Director of Multicultural Marketing. Richard is applauded by his coworkers and happily calls Judy to tell her the good news.