The Spotted Cheetah

The Frito-Lay-owned cheesy snacks brand Cheetos announced plans for its first pop-up- in New York this week. The Spotted Cheetah restaurant is a collaboration between celebrity chef Anne Burrell and the brand. The popup will only last three days, from August 15-17, at 211 W. Broadway. The brand will also launch a digital cookbook in partnership with the brand for those who cannot make reservations. Ketchum, a marketing and public relations company, created the experience.

The majority of branded experiences are designed for Instagram and video sharing. They all try to elevate their brand’s status through food, multi-sensory experience, and compelling theatrical design. These experiences also reflect the trend of millennials, who spend a large portion of their income on food, events, and travel.

It says that Cheetos is responding to a recent viral wave of social media recipes featuring the cult snack. Anne Burrell, the chef-partner of Cheetos and a Food Network personality, is the owner of Phil & Anne’s Good Time Lounge in Brooklyn. Anne Burrell’s twists on classics include Cheetos-crusted Fried Pickles and Cheetos Mixups Crusted Chicken Milanese. There are also sweet dishes on the menu, like the Cheetos Mixups Crusted Cheesecake.