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Would you like a Cabernet with your Cheetos?

I’ve been to the Meow Mix Café pop up (a chance to dine with your cats?) so there is not much that can shock me anymore. So, the news of The Spotted Cheetah, devoted to Cheetos-inspired dishes, which will open in New York City’s Tribeca neighborhood between August 15th and 17th, seems like a natural progression in the world of pop-up retail, designed to drive PR as much as sales.

The Spotted Cheetah is a collaboration between Cheetos and celebrity chef Anne Burrell, featuring an all-Cheetos menu with prices between $8 and $22. Dishes will include Cheetos Meatballs, Flamin’ Hot and White Cheddar Mac n’ Cheetos and Cheetos Sweetos Crusted Cheesecake (hmmm…).

Why? The reasons are obvious. How can you drive PR, brand buzz and social engagement? I don’t think they will be winning any Michelin stars, Anne Burrell’s involvement notwithstanding. But, it can be fun, buzzworthy and have people like me talk about it. And thankfully, it will only be around for a few days. I’m not sure that I would want to sign a long-term lease anytime soon.

Brands are going to have to become more creative to build awareness as traditional marketing vehicles become less effective. Cheetos has been effective in creating some interesting brand partnerships of late, with Burger King Mac n’ Cheetos, deep-fried mac n’ cheese coated with Cheetos and Taco Bell ‘sstuffed Cheetos in their Crunchwrap Slider.

As a public service, I’m attaching the link to the reservation site. You had better hurry.

Neil Stern for Forbes


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