The Spotted Cheetah

Foodie culture. Experience. Instagram catnip Buzzfeed-friendly novelty. The Spotted Cheetah, as far as PR stunts are concerned, is a perfect storm.

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.

Branded experiences, whether they are mass-market or luxury, have become a popular engagement tool for brands. Museum of Ice Cream is a traveling testament to cold desserts sponsored by American Express and Tinder. It features Instagram-optimized stages like a wall of pink phones, large popsicles, and dive-in pools of Sprinkles. Beyonce, Jay-Z, Gwyneth, Paltrow, Chris Martin, and the Kardashians all visited the Los Angeles venue. Instagram has now tagged 37,000 posts with #museumoficecream. In July, Perrier installed a giant ball pit that was Instagram-friendly in Soho to promote its newest flavors.

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.

The three-course menu at the Spotted Cheetah ranges in price from $8 to $22 and includes eleven signature Cheetos dishes. From August 8, guests can make a reservation by visiting the Spotted Cheetah website and using the OpenTable application on the homepage.

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