If you got on the Internet at all in the month of August, you probably saw some hype about The Spotted Cheetah, Cheetos’ first-ever fine dining restaurant that served Cheetos-inspired dishes curated by celebrity chef Anne Burrell.
The pop-up restaurant not only generated buzz all throughout social media, but also garnered coverage in online publications including AdAge, EventMarketer, and Design TAXI.
For three days only, Cheetos delighted fans’ dangerously cheesy appetites like never before. With just one week’s notice to make reservations, conversation around The Spotted Cheetah was quick and immediate. In AdAge’s article, “Cheeto Fingers Go Upscale at Pop-Up Restaurant in Tribeca,” The Marketing Arm’s Creative VP Leo Santos explains the rationale behind the idea. He notes that The Spotted Cheetah was meant to be much more than a publicity stunt, and sought to provide a “legitimate restaurant experience.”
Reservations completely booked up within just six hours of being announced, and thousand s of people joined the waitlist with hopes of getting into the restaurant. However, fans that did not get to visit the restaurant can download an online cookbook filled with the recipes that were served at The Spotted Cheetah. Dishes include innovative recipes ranging from Mac ‘n’ Cheetos to Cheetos Sweetos Crusted Cheesecake.
What’s a trendy Tribeca restaurant without a few celebrity sightings? Public figures such as Mariah Carey, Shay Mitchell, and Jonathan Cheban stopped by The Spotted Cheetah, driving even more buzz about the fun spot.
While blowing up the media is nothing new for Cheetos with past activations including the Cheetos Store and Cheetos Museum, The Spotted Cheetah gained so much positive attention and conversation that it is seen as one of the most successful Cheetos programs ever.