# Gourmet Snack Brand Restaurants Cheetos Launches 'The Flamin’ Hot Spot' with Roy Choi By Ell Smith | Published 2018-09-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/the-flamin-hot-spot References: [hypebeast](https://hypebeast.com/2018/9/flamin-hot-cheetos-spot-los-angeles-pop-up-la-roy-choi) & [cheetosflaminhotspot](https://www.cheetosflaminhotspot.com/) Fast food chains are no stranger to [creative pop-up experiences](https://www.trendhunter.com/trends/buldak-couch-time) and Cheetos' latest venture, dubbed 'The Flamin’ Hot Spot' confirms this. To make this pop-up possible, the crunchy snack brand partnered with Roy Choi, a famed Korean-American chef who's credited with popularizing the [gourmet food truck](https://www.trendhunter.com/trends/cheez-wheelz-food-truck). Choi's style of delicious food that isn't fancy fits this Cheetos activation seamlessly as unique dishes will be available between $11 and $32. Some of these dishes include "Flamin’ Hot Elotes, Flamin’ Hot Chipotle Ranch Wings, Cheetos Sweet n’ Spicy Chili Meatballs, Flamin’ Hot Fries, [Hot Cheetos Burrito](https://www.trendhunter.com/trends/flamin-hot-grilled-cheese-burrito), Cheetos Sweetos Hot Cake, “Hot” Chocolate Shake" The restaurant is opening in Los Angeles and will run from Tuesday September 18th to Thursday September 20th. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 68% | Activity: 76% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Gourmet Snack Brand Restaurants:** Opportunity for snack brands to partner with gourmet chefs and create unique dining experiences - **Pop-up Experiences:** Fast food chains and snack brands can create buzz and drive sales through limited time pop-up events - **Spicy Food Trend:** Growing consumer interest in spicy food presents an opportunity for brands to incorporate bold and adventurous flavors into their products ### Where This Applies - **Snack Food:** Snack brands can expand their offerings and increase engagement by introducing new and unique food experiences - **Fast Food:** Fast food chains can use pop-up experiences to attract new customers and generate buzz around their brand - **Food and Beverage:** Restaurants and food companies can tap into the growing trend of spicy food and offer bold and unique flavor experiences to consumers ## Related on Trend Hunter - [Fiery Cheese Fusion Items](https://www.trendhunter.com/trends/taco-cabana-1.md) - [Exclusive Sparkling Cheese Snacks](https://www.trendhunter.com/trends/cheetos-1.md) - [Expansive Spicy Snack Rebrands](https://www.trendhunter.com/trends/flamin-hot-brand.md) - [Spicy Crunchy Snacks](https://www.trendhunter.com/trends/flamin-hot-tangy-chili-fusion.md) - [Exclusive Chip-Centered Restaurants](https://www.trendhunter.com/trends/doritos-after-dark-restaurant.md) - [Spicy Cheesy Popcorn Snacks](https://www.trendhunter.com/trends/flamin-cheesy.md) - [Tangy Chilli Chips](https://www.trendhunter.com/trends/frito-lay-1.md) - [Extra-Cheesy Pretzel Snacks](https://www.trendhunter.com/trends/cheetos-pretzels.md) - [Limited-Time Cheese-Inspired Pretzel Snacks](https://www.trendhunter.com/trends/cheetos-pretzel-bites.md)