One of Los Angeles’ favorite chefs, Roy Choi, is teaming up with Flamin’ Hot Cheetos to open a fiery pop-up restaurant, The Flamin’ Hot Spot in Hollywood. From September 18 to 20, the limited run eatery will merge Choi’s signature LA culinary style with Flamin’ Hot Cheetos to give spicy fans a creative three-course menu.

Rising to fame and disrupting the food scene with his Kogi BBQ Truck, Roy Choi has been a respected figure in the local LA scene. Not only does he seek culinary inspiration from his hometown, he contributes back to his community by providing jobs, nutrition, and recognition. Choi would be an appropriate choice for Cheetos to collaborate with as he represents LA and an individual Angelenos can support. Great brand partnerships are those that seem genuine and natural. Flamin’ Hot Cheetos are cult classic snacks that people have leveraged as an ingredient in their cooking creations. Have a celebrated and cool chef cook up a unique foodie experience and you’ll create a lasting brand impression that people will talk about.

The Flamin’ Hot Spot will showcase Choi’s novelty creations that revolve around the popular snack chip. Start with appetizers like Flamin’ Hot Elotes and Flamin’ Hot Chipotle Ranch Wings. Then move to the main course, choosing between Xxtra Flamin’ Hot Rice Bowl and the Hot Cheetos Burrito. Finally cap everything off with some sweets that pack a kick like the Cheetos Sweetos Hot Cake or Chester Cheetah’s Churros. To mirror the hot food, diners should expect a “lit” restaurant filled with decorative flames.


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Rex Pham

Originally from the Bay Area, who then moved to Los Angeles, then out to New York City. NYU Stern MBA c/o 2014. Inspired by the grind of NYC to create something that has value. Lover of all things digital, culture, and brand strategy.

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