The creator of Frito-Lay’s Flamin’ Hot line of products and an innovative leader at Frito-Lay and PepsiCo, Richard Montañez told his story to those attending the Shepperd Leadership Institute Distinguished Lecture Series Tuesday night at the Wagner Noël Performing Arts Center.
Montanez told of his humble beginnings growing up as the second oldest of 10 children in a migrant camp in Southern California and how he made it to the top.
He added that he may be from the ghetto, but he’s “ghetto rich.”
Montañez led multicultural sales and marketing as vice president across Pepsi North American divisions, and after 42 years with the company he retired March 1, 2020. He served in various senior roles in the Pepsi and Frito-Lay divisions.
He began his career at Frito-Lay in 1976 as a janitor and is recognized as the creator of the Flamin’ Hot line of products, which have become a billion-dollar business and a cultural phenomenon, information from JBS details.
Montañez is recognized for his visionary leadership, ability to innovate and commitment to diversity. He has received several notable awards and is often named one of the most influential Latinos in corporate America, the information said. He is the only four-time recipient of PepsiCo’s Chairman’s Award, the highest honor given to employees based on performance and work ethic.
As a longtime mentor and executive sponsor of PepsiCo’s Latino and Hispanic employee group, Adelante, Montañez has supported and nurtured the careers of hundreds of PepsiCo employees. He also is a committed philanthropist and founder of Onelite, a nonprofit that provides hundreds of high-need families in the United States with food and school supplies, the information said.
Montañez serves on several boards of directors and advisory boards. He also was the first Latino board member to serve on the board of the Southern Christian Leadership Conference, an African-American civil rights organization whose first president was Dr. Martin Luther King Jr.
The Flamin’ Hot line is a $2 billion business, he said.
The development of the line came when he was in a local grocery store and saw people buying spices. He told his wife, Judy, her chili should be added to Cheetos. He got a large bag of Cheetos and they made some. They each took some to work and everyone loved them.
Judy told him he should call the CEO, who had made a video telling everyone they should act like a CEO. He got through to the CEO’s assistant finally explaining that he worked in the Southern California Frito-Lay plant as a maintenance technician.
He got through and the CEO, plus other executives, came to see him. He and his wife went to the library and checked out three marketing books.
Before giving his presentation, Judy inspired, encouraged and reminded him of who he is.
He formed a marketing plan and presented it on transparencies to the executives. One asked how much market share he expected and he froze with fear. However, he answered with his arms spread that they would have that much market share.
Montañez said he became known for that.
He said there are two types of leaders — the pharaoh and the deliverer. Montañez said he’s had both and you have to decide which one you want.
The levels of leadership are the pioneers who map out new territories; then settlers who build the infrastructure; and then purposeful leaders, which Montañez identifies as.
Having mapped out new territory and built new companies, he helps other leaders find their purpose.
Montañez said you shouldn’t worry about trying to influence everyone; just influence the right people. They are the ones that will listen to you and help you.
He said revelations, which is something he’s had several of, are something that has always been there but has been revealed to you.
From an early age, Montañez said he never fit in and was always meant to stand out. He quit school to start working and believes it’s not about others; it’s about your last name and how you want to represent it.
He added that you get promoted by who knows you, rather than who you know.
Montañez said there’s no such thing as a just a janitor or just a bus boy when you believe you’re going to be the best.
