A janitor with a billion dollar dream to disrupt the food industry

Do you feel more janitor than CEO?

You’re not alone. Most founders in food & bev know the chaos of wearing all the hats.

If you’ve watched Flamin' Hot Cheetos, you’ll know the story of how Richard Montañez, a janitor at Frito-Lay, turned a homemade snack idea into the legendary Flamin’ Hot Cheetos — changing his life and the company forever.

Here’s what you can take from his story to rise from stuck to scaling.

Activate you entrepreneurial mindset

Test, learn and adapt. Then repeat.

At the heart of every great business is a willingness to experiment and evolve, even when it feels uncomfortable. As Steven Bartlett says, “The person who fails the most, wins.” Yet when you’re stuck in the weeds of daily operations, it’s almost impossible to see fresh possibilities.

Innovation needs headspace. That might mean a proper break. Or hands-on time with your product again. Either way, distance helps you think smarter. Having a brain break, and finding moments to recharge is essential fuel for growth.

Side hustle to serious player

Maybe your venture is off the ground, selling at farmers markets and stocked at a few local shops, but now you’re ready to scale and turn that billion-dollar dream into reality. You may even have that very dream to disrupt the food industry.

The truth is, no one does it alone and you need support and clarity on what sets you apart.

Growth needs focus and direction. Not hustle-for-hustles sake.

Consider this, what makes you the flaming hot Cheetos in a world full of plain Lays?

Start with the consumer problem

Your product must solve something that matters. Sounds obvious, but many founders skip this. It's not enough that friends love it.

Dig into real dissatisfaction. Understand the "why" behind every bite or sip. Then double-check that enough people feel that way.

Differentiation can feel daunting in a saturated market, but it’s essential.

Mark Ritson nails it, “true distinctiveness isn’t about being radically unique, it’s about being meaningfully different to your consumers”. That’s the kind of thinking I build into every marketing strategy at Rise Growth Lab

So you’re ready to disrupt the food industry? Here’s how.

Ask ‘who’ not how

As you scale, you'll need experts beyond your inner circle. Know your swim lane. Play to your strengths and outsource the rest.

Don’t scale alone.

Imagine a crew of founders who actually get it.

People who’ve hit the same roadblocks. Who know the grind of juggling production, sales and Insta posts - and can share what’s helped them move faster.

That’s what you get inside the Food & Beverage Accelerator.

Strategic tools. Real connections. And your 12-month growth plan mapped, so you’re not winging it anymore.

Your Flamin’ Hot moment could be next - you just need the right support to fuel it.

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Why you’re struggling to raise capital and how to become a strong investment bet in CPG.