[flamenco music playing]
FLAMIN' HOT
[narrator] Call a Mexican "spicy," and you're playing with fire.
But spicy?
Yeah. See, that's how I got here.
To this moment.
Me, the most uneducated, successful vato you'll ever meet.
I served up my pride on a silver platter more than once along the way.
With my head held high, I worked my way through kitchens,
chicken coops, mechanic shops, breaking a sweat to make a dollar stretch.
[piano music playing]
[narrator] Until I got here.
See, I'm the guy who helped bring the world
the most popular snack it's ever seen.
Here you go, ma'am.
[narrator] Nah, not that fool.
Yeah, that fine-looking guapo right there,
looking like Sean Connery dipped in Abuelita chocolate?
That's me. El mero mero Mr. Richard Montañez.
See, but I didn't always schmooze with the big dogs. Nah.
See, I started at the bottom.
1966
[Richard] I mean the very bottom. In a grape vineyard in Guasti, California.
GUASTI WINERY
Yeah, that little travieso right there.
Actually, one of nine traviesos.
I mean, it was the '60s. We're Mexican. Of course my parents got down.
See, in my mind, I was the luckiest kid in the world
with a playground bigger than Disneyland.
[young Richard laughing]
[groans]
[in Spanish] Get up! Why are you playing?
Fill this up.
Leave him alone. He's just a boy.
[Richard, in English] Except my playground was everybody else's labor camp.
[in Spanish] Hey, give that to me. Go play.
[Richard, in English] We lived together. We worked together.
And we survived together.
And by the time I was ten, I knew all I had in life was…
[in Spanish] The Montañez name.
If you can show 'em what a Montañez can do
they can't tell you nothin'.
Don't forget that.
Yes, Grandpa.
I'm a Montañez!
[repeats in Spanish]
Yes, you are.
[both laughing]
Dinner time.
[children laughing]
Leave it there, Richie.
When I fix it, we're gonna call Batman.
[grunts]
- [Richard, in English] My dad… - [groans]
…Vacho Montañez, short for Borracho, 'cause, well…
[sibling whispering] Richard. Richard.
[in Spanish] Why are you touching my things?!
Leave him alone, he didn't do anything bad.
[Richard, in English] School was no better.
Until I met Judy.
[children chattering]
Let's just say us two chiquillos had a lot in common.
Hi.
[in Spanish] Is that your lunch?
[in English] Yeah.
Wish it was a bologna sandwich or... or a chocolate.
[in Spanish] I got a burrito.
[in English] Want some?
Ew! What is that? Gross.
It's a bean burrito.
Ha! Figures. Beans for a dirty beaner.
- [bullies laugh] - Let's go, guys.
[Richard] Judy and I knew we stuck out like a couple of sore brown thumbs.
[in Spanish] Are you OK?
[Richard, in English] So we decided to stick together.
Burritos and bullies be damned.
[speaking Spanish]
Please, make me a bologna sandwich!
[mother speaking Spanish]
Nobody's making you a bologna sandwich.
I don't want to be different.
Here. One for you…
and one for the idiot who doesn't like burritos.
[sighs]
[in English] Hey. There's the beaner. Ha.
- He's eating it again. Gross. Look. - Looks like it came out of a toilet.
[bully 1] Aw, I might throw up. [imitates retching]
Oh, my God!
So good!
Delicioso.
Want some?
Ew, I'm not gonna eat that!
You eat it.
- [laughs] - I dare you.
[whimpers]
- Hey, this is pretty good. - [bully 2] I want some. Give me one.
Me first. Give me this one.
Twenty-five cents.
Let's go.
[Richard] And just like that, I became the burrito hustler of Guasti Elementary.
Ever heard of a little thing called "supply and demand"?
- [student] Whoa! I want one. - [students clamoring]
[Richard] Man, Taco Bell didn't introduce the world to burritos.
Me and my mama did.
Well, at least that's what it felt like to me.
[coins rattling]
I wasn't gonna let another day go by where Judy ate a sad sack lunch.
HERSHEY'S MILK CHOCOLATE
My Jude wanted chocolate, and she was gonna get it.
You better have money for that.
[officer] Where'd you steal that from, huh, boy?
[police radio chatter]
[Richard] Here's how this bronca could've gone.
Gee, mister!
I made that money on my newspaper route.
No funny business here. Just a kid with a girl to impress.
Well, look at this fine, upstanding young citizen here, huh?
[manager chuckles]
- Wow! - [officer] Huh? [laughs]
You go get that girl, son.
And you know what? Have some free candy on the house.
- Ooh. - [studio audience laughs, applauds]
Ah, good-looking kid.
- Yeah, smart too. - Yeah.
- [record scratching] - [police radio chatter]
[Richard] But I wasn't a white kid.
I was brown.
[whispers, indistinct]
Get in.
[Richard] And when the world treats you like a criminal, you become one.
1974
[police sirens wailing]
[Richard] Yeah! That's that firme pachuco steez everyone was wearing in the '70s.
[laughs] I look good!
Now, before you start talking smack about
"why Mexicans always got to be gangsters," don't.
'Cause I didn't make this up. I lived it.
You see, back then, la policía believed they had the right…
SToP KiLLiNG US
…to beat your ass in the street if your name was González or Martínez.
BE BROWN & BE PROUD
To be Chicano meant being invisible…
WE WILL NOT BE INTIMIDATED!
…but still getting a beatdown.
And if la jura wasn't beating your ass,
you were getting shipped off to war to drop like flies.
[explosion]
I was just trying to survive.
And Judy?
She was surviving too.
And we were real good at surviving.
Together.
[chattering]
[Richard] The Chicano Movement was in full effect,
but I wasn't paying attention.
I had family business to attend to.
You see, my homeys were the only family I knew, you dig?
We always had each other's backs.
Hey, hey, hey, hey, hey!
- Don't be pushing my man! - [grunts]
- [blows landing] - [grunting]
[both] Get her, Judy!
[Richard] Business was good.
And I was living the life.
2-hour home test for pregnancy
[Richard] But ignorance is bliss until one of you wakes up.
Rich, you gotta change now.
- For us and for the baby. - What you talking about?
- Check out this new ride I got us. - Yeah, exactly!
Like, where did this car come from?
- [scoffs, sighs] - [siren blares]
Rich, if I am sitting in a stolen car, I swear...
It's on a layaway plan.
- Are you kidding me right now? - [indistinct]
Why do you keep doing stuff like this all the time?
Look at me, son.
You're not worthless, Richard. Do you hear me?
[judge] You're not stupid.
You've got a brain between those ears, not just that dumb mustache.
You're not your father, but you will be if you don't change.
[judge] If you don't wake up, you're gonna end up in a cell or in the ground.
We can't lose you, Rich.
And I think you can do better.
[Richard] Man, it's a miracle he didn't throw the book at me.
[gangster] Hey, yo, Richie! Richie!
Hey, vato!
You ready to leave?
Let's go, homey!
[speaking Spanish]
["Mexican Rap" playing on car radio]
[gangster 2, in English] Let's go!
[Richard] You see, life is about choices.
Big ones.
It was time for me to choose something better.
1982
But better doesn't always mean easier.
[Judy] We can't fix that right now. We don't have time.
- [Richard] This thing's stuck. - [baby crying]
[Richard] This wire is corroded. What the hell?
[Judy] Yes, amor. Are you hungry?
[cooing]
Amá. Amá, look.
[baby crying]
I know, baby. I know.
[crying continues]
Here. Chew.
You gotta hurry up, baby. We're gonna be late.
[Richard] Yeah, yeah.
- How the heck… - Spit.
- Put your leg up. - [Richard] I think I got it.
Okay, I think I got it.
All right, go. Go wait in the sala.
[refrigerator humming]
[baby cries]
[shouts]
Yes, Mexicans can!
I fixed it.
- [refrigerator sputters] - [speaking Spanish]
[in English] Baby, that sounded really bad.
[grunts] Bad? Nah. No, the fridge is just taking a nap.
- The food is gonna spoil. Come on. - The food will be fine.
[sighs] What are we gonna do?
- When are we gonna have time to fix it? - Hey.
- We can't afford another. - Look at me.
- What are we gonna do? - Breathe.
[sighs]
Three.
[inhales deeply] Two.
One. [inhales deeply]
- [inhales deeply] Breathe. - Breathe.
Someone's gonna say "yes" today.
Yeah.
I got this.
And I did have this.
- Judy even made me a fancy résumé. - Excuse me. Hey, man. How are you?
'Cause who's gonna say "no" to something that sounds so French?
- We don't got no work, bro. - Now, I can mow lawns.
I can hedge the bushes. I'll clean out the equipment.
- Whatever you need. - Sorry, man. My crew's full.
Here's my number. Just call me anytime if something opens up.
Excuse me. Do you know where they might be hiring?
My father and grandfather were farmworkers.
I was too when I was a kid so, I... I remember well.
If you could just take my résumé.
- [speaking Spanish] - [in English] No, thanks.
- [speaking Spanish] - [in English] No, thank you.
Here's my résumé.
And I'll do anything. I'll wash dishes. Whatever.
Don't hold your breath.
- There you go. - [both speaking Spanish]
[both speaking Spanish]
[in English] Some people call it juvie. I call it summer camp.
[knocking]
Dos Manos MOVERS - Help WANTED
[chuckles] Who needs a high school diploma to stack a bunch of junk? Am I right?
[manager] We ain't hiring.
You just don't look like the kind of guy who's got an ounce of initiative.
What kind of guy does that look like?
Hey, hey, hey! Hey! That's my car.
Don't do that! You have respect for other people's property, dang it!
Hey, hey, hey!
- You understand me? - Get your hands off my kid!
Don't be talking to him like that.
Good Lord! You women pump these wetbacks out like a factory.
- What did you just say? - Hey! Hey! You touch my kid?
- Leave it, Rich. - What do you mean, "leave it"?
Yes, leave it! The police will come, and that's not good for us.
[Lucky] Mommy?
What's a wetback?
It's okay, baby. You didn't do anything wrong.
- Okay. [kisses] - [Lucky sobbing]
- [baby crying] - I know.
We need to go in at some point, babe.
I really don't want to.
The kids need to eat.
- We have food at home. - No, we don't.
The fridge just broke. We don't have work.
You think I don't know that?
Tortillas can't pay the bills, and our kids have shoes that talk.
We need help.
Please just suck it up, and let's go into Vacho's.
[Spanish music playing]
[Concha speaking Spanish]
- [Judy speaking Spanish] - [Lucky imitates explosion]
[imitates screaming]
Can't your sister get you more shifts at the store?
She tried ama, but there's no more shifts.
[Vacho] You know what?
[in English] It's not your job to provide for your family.
It's this menso's job.
What's the matter with you, huh?
Letting your woman work so much.
If you'd read the Bible, you'd know it's a man's job to provide for his family.
[Richard] You heard that right. God.
Vacho got saved about five years ago.
He replaced the gin and juice with some Jesus juice.
You need to set an example for your kid. Ain't that right, mijo?
[in Spanish] He looked for work today, didn't you mijo?
[in English] Yes. We both have. There's just no work for anybody right now.
Oh, there's work out there. There's always work out there.
Problem is, all they see is a good- for-nothing gangster when they see you.
- Mm-hmm. - If you gave your life to the Lord,
you would see how fast the help would come, mijo.
Well, last time I checked, Jesus was poor, prieto and powerless like me.
And he did some pretty gangster shit.
You wanna be a good husband and father or what, huevón?
[sighs]
[in Spanish] Light this and say a prayer. It'll help.
Ya, Concha. [in English] Stop it with the candle, huh?
- Ain't no candle gonna fix him. - [Concha] Okay, Vacho.
[Vacho] He needs to fix himself.
Thank you, Concha. At this point, I'll put my faith in anything.
How about you forget about the stupid candle and have a little faith in me, huh?
Rich, are you serious?
[muffled hip-hop music playing]
[Richard] It felt like I had no choice.
I had to go back to what I knew best.
And if I wanted to start selling again, I had to check in with the old crew.
[partygoers laughing]
[chattering]
Órale. What's up, homeboy?
- [Richard] What's up? - It's the big dog.
You finally back for more business, ese?
Depends.
Oh, yeah?
Oh, shit, Richard's back?
- 'Sup? Órale. - I got you, homey.
Hey, check it out.
This vato right here could sell water to a whale, carnal.
The baddest salesman on the block, homey.
Nah.
[door slams]
Richard's good.
[sighs]
[Richard] Every hood has a big brother.
The jefe.
The vato who runs everything on the block.
That was Tony Romero.
Listen, Tony, I know what I'm doing.
No, you don't. 'Cause you got babies.
You don't need to sling nothing.
Hey, man, if he wants to deal, let him deal.
Yeah, homes, we don't all got fancy factory jobs
with benefits and stupid hairnets.
[partygoer laughs] Frito factory.
- You working at Frito-Lay? - [Tony] Yeah.
So, what?
- Well, hook me up with a job. - [Diego] This fool.
- What? - [scoffs]
They hired this Mexican Hulk-Hogan-looking pendejo.
Why not me?
[chuckles] Este vato, man.
You really wanna do this, punk? Huh?
I'm gonna give you a putazo en la madre, fool.
Tony, I just need a job, man.
[grunts]
Go get an application.
Who's stopping you?
Just put in a good word.
Like you said, I got kids.
[scoffs]
I'll see what I can do.
[cartoon playing on television]
[Richard] Hey, forget about that dude at the store, mijo.
You know you're a good kid, right?
Yeah, I know.
Let's check it out.
Put your arm out.
This?
We're the same.
If I'm good, you're good.
No matter what anybody says.
Understand?
Can we just watch TV, Apá?
Sure, mijo.
[Richard] There's a reason why poor people always talking about God.
'Cause when you don't got nothing,
the guy promising you everything starts to sound pretty good.
Frito Lay
[employees chattering]
Excuse me. Sorry.
Um, hi.
Um, my name is Richard Montañez. I'm coming to bring a résumé.
We don't take résumés. You have to fill out an application.
And before you ask, no, we don't have it in Spanish.
Okay, thanks.
Frito Lay - PEPSICO APPLICATION FOR EMPLOYMENT
PLEASE READ EACH STATEMENT CAREFULLY BEFORE SIGNING
[applicant] Here's my application.
EDUCATION - Have you received a high school diploma or its equivalent?
Hi, um, you think it'd be okay if I brought this back later?
Probably a good idea, hon.
Thank you.
[clears throat] Pen.
Oh. Sorry.
Baby! [gasps]
Sofía got fired.
[in Spanish] Because she was fooling around, yet again.
[in English] So, guess who gets all of her shifts at the store? This girl!
So, I got us the name-brand cornflakes to celebrate.
[grunting]
Hey, what's wrong?
Baby, what's "initiative" mean?
[Judy] It means, uh, s-someone who can take charge without being asked. Why?
Do I look like a guy who's got initiative?
What is it? Tell me.
[clicks tongue] High school diploma.
You're applying to Frito-Lay?
Yeah, but I got to be a high school graduate,
and I can barely read the application.
No, baby, that's okay. I'll help you.
[chuckles]
I need my wife to help me fill out the application.
God, what an idiot.
Hey! Stop it.
Screw the diploma. Can you do the job?
Yeah, I think so.
Can you?
Yes, I can.
Okay, well, guess what?
You graduated from San Bernardino High School.
Class of '71.
Yeah?
With honors. What's up?
Okay, papi, let's not get crazy.
Come on. They ain't gonna know.
[clicking tongue]
So, Tony says you're a good guy. [sighs]
Yeah, I hope so.
You fill this out?
Yeah.
You write like a girl.
Thank you.
San Bernardino High, huh? I went there.
You did?
Remember Principal Grimaldi? [groans]
Tough. Annoying.
[chuckles] Heck, yeah, man.
I hated that guy.
Principal Grimaldi is a woman.
Yea-Yeah, but she was like...
She was like... like a woman who felt like one of the guys.
Okay.
- All right. - Look, um, sir!
Look, I'm fast. I'm smart.
I... I know I don't look it,
but I promise I'll be the best worker you ever hired.
Look, maybe I don't got no diploma, but I got a PhD.
- Hmm? - I'm poor, hungry and determined, sir.
Oh, well, that's just stupid.
[sighs]
Fine. [sighs]
Honestly, most of the Mexicans here work pretty dang hard.
It's a janitor gig. What's the worst you could do? Break a mop?
But I won't.
[Richard] For the first time in years…
Montanez
…this chavo had a legit grown-up job.
See, fools were jealous.
Shoot, I was jealous of me.
Frito Lay - Montanez
[forklift beeping]
All right, you punch in on time. You punch out on time. No exceptions.
This here is the main pit.
Cornmeal goes in that extruder, through the oven.
Chips cool down in this tumbler. Lots of grease. You'll be scrubbing that.
Right there are the fryers.
You're gonna change the oil on those every two days.
Make sure you scrub the exterior too
because it'll drip like a son of a gun and muck up the floors.
Could cause a lawsuit.
And I don't need a stinking lawsuit, got it?
This here is the main walkway.
Lot of forklifts and traffic moving around, so be careful.
[Richard] It was crazy. Like a city of machines.
It was firme.
[chuckles]
This moreno was finally part of something.
Something big.
Here the chips are sorted, weighed and bagged.
Underneath there, those conveyors, I want you to scrub right up under that.
These bins are gonna wanna be emptied out every hour.
Main trash bin is outside there on the loading dock.
But, basically, don't get in anyone's way.
Montañez! Hey, you "comprende-ing"?
Yes, sir!
Cornmeal shooter, oil lawsuits, every bin, every hour.
I'll be the best dumper you ever had.
Okay, I can see you're gonna be a weird one.
All right, this here is Nacho. Nacho. Richard.
Nacho will fill you in on anything I didn't explain.
- Good luck. - What do you need help with?
[worker on PA] Packaging operator, you're needed on the floor, please.
Packaging operator, you're needed on the floor.
Wow!
Hey, this is so cool. Have you seen this?
[in Spanish] Calm down, Rich. Easy.
[Richard, in English] Hey!
I got you. That's too heavy for you, vato.
- [worker] Gracias. Gracias. - [Richard] All right. [grunts]
[grunts]
[chattering on television]
Amá, Dad's home!
Oh, my gosh! Baby, how did it go? Did they like you? I was praying all day.
[chuckles] Apá, they gave you free Cheetos?
You know white people don't give you no free nothing.
Plus… [speaking Spanish]
- [in English] What we got, babe? - Arroz con quesadillas.
[Richard] Mmm.
[groans] We always eat the same thing.
Hey! You like my quesadillas. Here. Eat.
Hey.
- [clicks tongue] You proud of your man? - Maybe.
Start bringing home free food, and I'll think about it.
- [chuckles] - Chale.
[kisses]
Babe, you got that candle burning 24-7. You're gonna burn down the house.
Hey! What are you doing? So, you trying to get fired?
- I don't think so. - [blows]
- [chuckles] Brat. Stop it. - What? It's so windy in here.
- [blows] - [laughs] I'm gonna get you!
- Stop it! - I won't do it. [blows]
TIME CLOCK
[power washer spraying]
Hey, that was fun, man.
I've never used a power washer before. I didn't know they could clean like that.
You know what? I think if we used vinegar, it would do really well.
Vin... Judy has this... You know what?
I think she used baking soda. That's what it is.
Oh, hey!
So, you're telling me that the cornmeal mixes with the water,
goes into that machine, is like, "Poof!"
Comes out shaped like a Cheeto?
But, like, how?
Is it, um...
Is it the heat plus the pressure?
Don't you got a mop to flirt with instead of me, Paco?
- [Richard] Man, I know guys like this. - Okay.
I've dealt with them my whole life.
- [grunts] - [groans]
- [both grunting] - [worker] Oh, yeah, Richard! Yeah!
- [workers cheering] - [Richard] Nah, just kidding.
[shouts]
[Richard] What'd you think? This is my first week on the job.
I had to mind my gangster.
Yeah, it's the heat plus the pressure.
[worker 1] Collets look good to you, Baker?
Yeah.
Is that what they call the "temp levels," or is that part of the machine?
Nah, man. The doodles, bro. The Cheeto doodles are the collets.
[Richard] Oh, nice. Hey, it's wild, isn't it?
How all these gauges and gadgets make a bunch of doodles.
[supervisor] Montañez!
Come on. The extruder's caked in cheese dust. Clean it out!
It's Montañez, sir!
[factory workers chattering]
You got a cool job, brother!
Yes, I do, brother.
I'm an engineer.
Self-made.
For real?
For real.
Hey, hold up!
[worker on PA, indistinct]
[tapping]
You push all them buttons like you're a superhero.
Like pa-pa-pow!
[chuckles]
Hey, I'm Richard.
Richard Montañez.
Clarence C. Baker.
Órale.
- Pleasure to meet you, hermano. - Mm-hmm.
Hey, what's the "C" stand for?
Charisma.
Oh, okay.
Hey, I got a question.
You think there might be a way that I can look at...
Man, I don't even know what it's called.
It's, like, a diorama or a diagram of this machine.
Now, why would you wanna learn about a machine I run, boy?
Hey, hey, hey, hey. Uh, my bad, Clarence.
The janitor got a little lost. He was just looking for the cafeteria.
- Just come on. - [Richard] I was just talking to him, man.
Richie, don't be talking to people like that, homey.
This here's like high school, menso.
The mean guys ain't trying to talk to no janitor.
I never been to high school. I don't know what you're talking about.
- [sighs] Come on, man. - [worker laughs]
New guy's already messing up?
Oh, yeah! He's talking to Clarence like he knows the guy.
- You already met Nacho. This is Hector. - Hey.
- That's Alejandro. - How you guys doing?
- [speaks Spanish] - [in English] Pass me the salsa, yeah.
[in Spanish] Can I have one?
[Tony, in English] I don't like the green one, bro. Gracias.
- [in Spanish] You're gonna eat it all. - The meat doesn't taste like anything.
[in English] Here's what you need to know if you're gonna survive around here.
The guys at that table, those are the plant managers.
Calm, confident.
They got white picket fences and 401(k)s.
They got money, champagne,
and no worries because they got the cushy, safe jobs.
Then, there's the floor managers.
They ain't got no job security, but they got all the responsibility.
- [managers shouting] - God dang it!
[Tony] Poor bastards are bitter because they gotta answer
to the guys above them who do less and make more.
Y luego, the machine operators.
Blue-collar but proud. They get everybody's respect.
And Clarence, he's the best of them all.
Homey's been here longer than anybody.
[in Spanish] Poor guy. So hardworking.
[in English] Yeah, but why is that bad?
'Cause the compa has been trying to get from that table
to that table for 15 years.
Half those cabrónes at the top learned everything they know from Clarence.
There's a reason he doesn't like getting questions about his machines.
- Exacto. - And then, you got us.
Lowest of the low.
- The assembly line, packing... - [scoffs] Speak for yourself, homey.
Us drivers are elite status. [chuckles]
[in Spanish] Shut up, Mr. Clean!
[Alejandro] Ooh! Ay, güey. Órale.
[in English] And then there's you two.
- Bottom-feeders. The janitors. - [Alejandro, indistinct]
[in Spanish] I'm not a bottom feeder.
[in English] Guys like you can't be talking to a guy like Clarence.
'Cause we don't break rank around here.
Entiendes?
It's about respect.
And guys like you and me, we don't get shots like this.
So don't blow it.
'Cause I'm not going back to that life, carnal.
Are you?
[grunts]
You should see the machines.
Oh, and I got my own little office y todo, Amá.
[in Spanish] That's nice, mijo.
[in English] An office, huh? You mean more like a closet, que no?
Where you stuff the cleaning supplies.
Man, it ain't no closet.
Nacho and I share a desk in there. We got a phone and everything.
Ah, still a dead end, sangrón.
It's a job.
Provide for my family.
Yeah, for how long?
[speaking Spanish]
[in English] Until you change your insides,
you're gonna keep making the same mistakes.
You can't spend the rest of your life scrubbing floors
and cleaning up after people.
[Richard] I would never say Vacho was right, but he wasn't wrong.
I didn't wanna mop floors my whole life.
I was working hard to get to the top.
And you know who was at the top?
Team Pepsi
That vato right there. Roger Enrico.
PAVING THE WAY TO COLA WAR VICTORY
He ran PepsiCo, which ran Frito-Lay, which ran us.
The Pepsi Challenge
He created the Pepsi Generation and a blind taste test challenge
that became a national marketing sensation.
This vato is the only guy to almost take down Coca-Cola in nearly 100 years.
Pepsi was ballin' thanks to this G.
If I was gonna get to the top, I needed to learn from the best.
And Clarence? Clarence was the best.
See, I couldn't mess around.
I needed to pull out the big guns. Los cuetes, baby.
You want carnitas or asada?
Flank steak?
Asada?
Asada.
Okay, what do you want?
I wanna say that I respect your work, sir.
Uh, that I respect that you're self-made.
An engineer.
I wanna learn from you.
Look, my father ain't worth nothing,
but he taught me a lot about fixing stuff as a kid.
So, I got a thing for machines.
Like when I learn them and fix them and run 'em, it makes me feel like...
I don't know. Like I ain't a nobody.
Maybe even like I am a somebody.
Somebody that gives out respect to people he's barely met
and haven't even earned it?
'Cause I ain't that kinda somebody.
[Richard] Dang, if I was gonna learn anything here,
it was gonna be from this guy.
But he was shut up tighter than a jar of chipotles.
Right.
You got some salsa or what?
Yeah.
- [Clarence] What are we talkin'? Spicy? - [Richard] Oh, yeah.
- [Clarence] Good. - [Richard] Be careful with that one.
[Richard] Clarence C. Baker. He was respected and smart as hell.
And get this, his middle name really was Charisma.
All right. Got your machine all shiny, Mr. Baker. What ya think?
You missed the vent.
- What? - [chuckles]
Dang.
[in Spanish] Don't touch that.
[in English] Richie!
Hey, Mr. Baker. Sir!
I was reviewing the extruder protocols, and it looks like this gauge is off.
- Do you want me to adjust it? I know how. - No, no, no, no.
This gauge ain't off.
Hmm. Must've been Alejandro touchin' my dang machine again.
Thanks.
Hey, Clarence, some of these chips are looking overcooked.
Should the heat be adjusted?
Nah, brown ones are separated and then tossed.
They just trash 'em?
Dang.
People always trying to throw away the brown ones.
Montañez, you missed a spot.
[laughing]
Watch yourself, Carson.
[clicks tongue] I'm always missin' a spot.
[Clarence] Hey.
Leave it.
Come with me.
Stand right there…
[machines whirring]
…and listen.
[whirring continues]
Gasket's loose in station seven.
That's all I got to do, is listen.
I can tell you which machine, belt, drum, valve or motor that's off.
All by keeping my mouth shut and listening.
[whirring continues]
I can't hear it.
Oh, you will when I'm done with you.
You ain't a nobody, son.
[Richard] Heck yeah.
I was officially his protégé.
But I had to learn it on my own time, before and after my shifts.
But it didn't matter.
I was ready. I knew I could do more and be more.
- Hey, I got to go. - Wait, why?
Your shift doesn't start till later.
[kisses] Because Clarence said if I got there early,
- he'd show me how to use the tumbler! - The what?
- Always very small movements. - Yeah, but I know this.
- [stammers] - How that work?
Stop.
Montañez, you ain't done. Come on.
Yeah! Hey, maybe the wire burned out.
No, it's just oxidized.
Plug it back in.
[machine starts]
- Hey, you going on break, brother? - [Clarence] Yeah.
I got you. I'll watch your machine.
[applause]
EMPLOYEE OF THE MONTH
[Richard] Just when things were going great for me,
the country's economy went to shit.
[newscaster] This is NBC Nightly News.
ECONOMIC MESSAGE
This was the day Ronald Reagan has been waiting for
since he first entered politics.
1984
The day he will announce that he is slowing down the growth
of the federal government.
[Richard] Man, these Reagan years weren't kind to nobody.
1985
Nothing trickling down to the pobres and prietos like us.
[reporter] Deep cuts are planned for programs designed for the poor…
1987
…such as food stamps, Medicaid, and employment programs.
[person 1] I already have a hard time keeping the roof over my kid's head.
1988 - 1989
Now I'm making too much for food stamps?
[person 2] How do they expect me to feed my family?
- [Richard] The factory was struggling. - [person 2] I can't even afford my rent.
1990 - 1991
[Richard] I didn't know politics affect people,
especially hardworking people like us.
[person 3] Hispanics are much poorer now than we were
before the Reagan administration came into power.
[Richard] As the years passed around here,
layoffs and shift cuts got more popular than Koosh balls and parachute pants.
1992
And here I was, eight years later, in the exact same spot.
[chuckles] Not even. Things were worse.
[social worker] Yes, you qualify for SNAP.
With dependents, you can siphon off more than enough food stamps...
Excuse me, what do you mean "siphon"?
- We're hardworking. We both have jobs. - Stop. Mom.
- We're trying to figure this out. - Mom, you're embarrassing us!
You're going to make us feel bad for wanting help?
- [clamoring] - [worker] What are we supposed to do?
[supervisor] Hey, hey.
Quiet down, please. Okay?
Quiet down! Hey!
Frito-Lay isn't getting enough orders
to keep both our factory and Bakersfield open.
[workers grumble]
[supervisor] So I'm gonna be brutally honest.
Losing bulk orders to Bakersfield is now lethal.
If we cannot outrun 'em, we are the ones who will get shut down.
Understand?
Now, let's go! Back to work!
[Richard] The snack wars were getting serious.
Competition was thick and market share was shrinking.
You see, Roger Enrico had become the CEO of PepsiCo, and he didn't mess around.
EXECUTIVE SUITE
So his first order of business…
DRINK PEPSI-COLA
…cut the fat, cut shifts, shut down factories,
and find the money to keep this ship moving.
The corporate suite at Frito-Lay felt like gangsters throwing down in a drug den.
'Cause, let's be real, that's pretty much what C-suiters are. Gangsters with money.
Enrico was pissed.
He was like, "You pendejos are out here tellin' me
these little punks like Nabisco and Eagle Snacks
are getting more feria than us?
Biting off our territory, and youse estúpidos okay with that?"
And this gabacho was all, "Nah, big homey.
We still got the good stuff. Cheetos, Fritos, Doritos.
COMPETITOR PRODUCT SALES 91-92
People still dishin' out lana for the classics, bro."
Then the big homey laid it down, and he was like,
[speaking Spanish]
[in English] "For how long?
'Cause we ain't got time, little puppet."
What? You need a chola translator? All right, I got you.
So, sales are down?
- Yeah. - Unfortunately.
- Yeah, that's what it looks like. - Right now.
HUMAN RESOURCES
- Hey, Stephanie. - Hey, Richard.
Any word on my application for the machinist job?
Sorry, Richard. There are no openings yet.
[sighs]
Don't worry, hon. You'll be the first to know. I'll call ya.
- All right. - Thank you.
[Richard] Everyone's shifts kept getting cut.
Didn't matter if you were at the top or the bottom of the food chain.
[workers harmonizing]
[Richard] Hmm, at least I wasn't alone. We were all struggling.
Struggling to feed our families. Struggling to keep our homes.
Struggling to save our pride.
So we did what Mexicans do best.
We shoved it down and tried to keep our heads up,
even while we were drowning.
[slurps]
[blows]
[Steven] Apá.
Can't sleep?
[dog barking]
[Hector] Hey, you sure you don't wanna go home?
Nah, man. I'm sure.
Cheetos CHEESE THAT GOES CRUNCH!
Man, you crazy. I don't work free 99.
Yeah, well, when someone in the factory needs a shift covered,
who they gonna call?
Ghostbusters.
[Richard] You got jokes.
They're gonna call the vato loco who knows how to do everything.
[panting]
All you got to know, vato loco, is rotation is the key.
Out with the old, in with the new.
Fritos
They're all old.
Yeah, well, brown neighborhood, white flavors. Do the math.
Doritos COOL RANCH FLAVOR
I mean, who eats Cool Ranch anyway?
Excuse me.
That lady.
We need to focus on the stockholders. They control the purse strings.
No, it's the regional managers who need the oars to turn this ship around.
What? The stockholders are chopped liver?
They need answers. This video should give it to them.
- Everything isn't about the stockholders. - Whoa. Whoa, whoa, whoa, guys, guys.
I don't need stockholders or regional managers or scripts.
I'm gonna just speak from the heart today.
Okay? To the people who matter.
[boom mic operator] Mic's hot.
[sighs] Gentlemen.
- Three, two, one, let's shoot it. - [camera operator] Okay. Ready to roll.
[workers chattering]
Okay, everybody, we have some entertainment for today's lunch.
Garza, hey! Give me a hand here. We've got to plug it in somewhere.
All right. [grunts]
Yeah, that's the thing. [sighs]
Okay. Enjoy the show.
PLEASE STAND BY
Hey, man. What's that?
Corporate nonsense. They make me play this crap all the time.
Watch it. Ignore it. I don't care.
[sighs]
Hello. I'm Roger Enrico, chairman of Frito-Lay.
I'm sure you're wondering why I'm here speaking directly to you, our workforce.
You, my friend, are the heart and soul of this company.
[Richard] Turns out Enrico sounded more like Mister Rogers than American Me.
[Roger] …machines running and the product moving.
Now, the world, the economy, the factory is going through a hard time.
I know you've felt it.
But, for every challenge, there is opportunity.
And this is your opportunity, Richard.
Yeah, you with the broom. You see anyone else watching?
Me? I'm just a janitor.
So? Show the world what a janitor can do.
Every person can be the difference between failure and success.
Richard, I want you to think like a CEO.
Think like a CEO.
[Roger] Stock prices are rising. And in the foreseeable future…
- [grunts] - …we should get our…
[child shouts]
- [Steven] Papi! - [child] Can't wait.
Hey!
[grunts] How was your day?
- Good. - Yeah?
Hey. What the hell happened to you?
Let's just go home.
Nah, not before I beat these little punks up.
- Hey! - No, Dad, let's just go home!
Can we get some elotes first?
No! Why do we always gotta do stupid Mexican stuff?
Hey! What's the matter with you?
Don't look at me. I love elote. I love beans. I love rice. I love tamales.
He's just mad 'cause kids make fun of him 'cause we're Mexican.
- Man, shut up! - Hey, you shut up!
- Hey! Knock it off. - Hey!
Stop.
Is that true?
Are some little pricks picking on you?
[sighs]
Look, there's a lot we can be embarrassed about.
But being Mexican? Nah, mijo, that ain't one of 'em.
You're embarrassed.
No, I'm not.
And you know why they don't want you to be Mexican?
Because they know it's a superpower.
They know that if you are proud of who you are, that they couldn't stop you.
That they couldn't make you feel like you're less than them.
Because you're not, mijo.
They know that superpower... that superpower can knock 'em out.
Like... Like Superman. [chuckles]
I ain't four no more, Dad.
Plus, no one craps on Superman like they crap on us.
[sighs]
Come on. We're getting elote. Right now.
[children laughing]
Ow, ow, ow, ow, ow!
What is it?
It burns!
Well, stop eating it, dummy.
No! I like it. It burns good.
TACOS
[Richard] I'd been searching for an answer.
Or a door to open.
CHOLULA HOT SAUCE
[laughs] And there it was, all around me.
It had been there the entire time.
- Mom! - Mom!
- [Richard] Jude! - Mommy!
Enrico sent me a video!
The candle was out. I fixed it, and Enrico sent me a video.
My candle sent you a video?
[Richard] Yeah!
- Lucky, baby, what happened? - [Lucky mutters]
- Nah, nah. He's all right. Eh? - What?
He's not four anymore. Plus, we already talked about it.
[inhales deeply] We're working on his superpowers.
O no? All right. Go get some bowls.
Mommy! We're gonna make Cheeto chips and save everybody's jobs.
- We just needed time, you, and the recipe. - Okay.
- [Richard] Hey, put this in a bowl. - Okay.
Get a move on.
And while you do that, Rich, how do we pay rent? Huh?
How do we buy food? How? How do we survive?
We'll be okay.
God, baby. I can't do this anymore.
- No, no, no, no, no. Hey, hey, hey. - Oh, my Gosh.
Cálmate.
Breathe.
Three…
- Two! - Two!
One. Breathe.
[breathes deeply]
Baby…
Vacho found a job for you.
- [clicks tongue, sighs] - It's a full-time job.
Why can't you just talk to him? For me, please.
And then... And then I will do this for you.
Yeah, okay.
Okay.
[chip crunches]
- Hey! You eating the product? - [Steven] Sorry.
Clarence, you gotta believe me. They got potential.
I just need the product to start sampling.
We got to innovate, remember?
We could cover every Dorito, Frito and Cheeto with this stuff
and get more orders. More orders means more shifts.
So, Frito-Lay is gonna make them because the janitor said so?
Now, Mr. Enrico said that...
Roger Enrico? We're talking about the guys at the top.
You ain't at the top. I ain't at the top. Those guys up there are.
[stammers] Wait, sometimes we just gotta show 'em what the burrito's worth.
What does that even mean, son?
It may look like it's worthless, but if people just took a bite, they'd see.
Someone took a chance on you, didn't they? You got on that machine somehow.
If they took a chance on you again, you'd run this whole damn place.
- Of course I would. - Because you believe it.
And I believe in this.
And I know it sounds crazy, but what else is there to do?
Lose our jobs? Go hungry?
You got a point.
[Tony] Yo, what are you doing? Eating all the Cheetos?
So I got a plan, carnal.
All right. So I was talking to Clarence. This is what we're gonna do.
[laughing]
[Richard] We had it all to gain and nothin' to lose.
We were just a bunch of brown chips on a conveyor belt, waitin' to get tossed.
- Thank you, brother. All right. - [Nacho speaking Spanish]
[in English] Almost forgot your Cheetos.
Hey.
That's the Doritos, Fritos, Cheetos.
Hey. Don't get your hopes up too high. Okay, fool?
[horn honks]
[Spanish hip-hop playing on radio]
[whistles]
You kickin' with these fools again?
[gangster] Tony, let's go!
You take care of your family. I take care of mine.
[Richard] Yeah, Tony had to go back to that drug life.
'Cause his mom was battling cancer,
and he didn't have any money to pay for doctor bills.
We were all gonna do whatever it takes to take care of our families.
It's a full-time job, mijo.
That's good. Full-time's good.
Like Pastor Marco said, after a year, you'll move on up.
- [Lucky laughs] - Ain't that right, Pastor?
[in Spanish] Exactly.
- [in English] Hey, boys, come on. - Ow.
[in Spanish] And it might pay even more.
In a year, you could be the head of maintenance.
[in English] So, I would go from being a janitor
to being a janitor?
And, hopefully, si me pongo las pilas, and I'm lucky,
I'm gonna maybe be janitor-in-chief? President of the janitors?
King of the janitors?
Nah, I'm good.
I think I'll stick with Frito-Lay, where I have a real future.
Better the devil you know than the devil you don't, eh, Vacho?
Don't be stupid, mijo. They don't believe in you or care about you.
And you do?
All that ever comes out of your mouth is what an idiot I am.
That I ain't worth shit. I can't do nothin' right.
You expect me to trust you when you say God believes in me?
He does.
According to the Book of Vacho.
[in Spanish] Don't talk to me like that.
[in English] You respect me in front of my company...
Respect you?
Hey, check it out, Pastor.
I bet you didn't know that he beat the shit out of me my whole life.
But it doesn't bother me. Because I got thick skin and a hard skull.
You know what really sucks, Apá?
Is that I hear your voice in my head, beating my brain every day.
And for some reason, that's the beating I can't get up from.
- I'm just trying to help. - Back off.
[Judy] Hey, baby.
It's getting so bad, your wife is looking for help behind your back.
- She's lost all faith in you. - Hey, hey, hey! Hey, hey, hey!
You do not speak for me, Vacho, and you sure as hell don't speak for God.
Richard, look at me. I did not say that I didn't have faith in you.
I know what Richard is, and I know what he isn't.
Not educated? Sure. But he is the smartest person that I know.
He already knows God.
You wanna save someone? Save yourself.
And then you come to him when you're the father that he needs.
Come on, baby. We're gonna go put my voice in your head.
Come on, kids. We're leaving. Let's go.
[Steven] I don't want to go.
[Lucky] Come on. Just go.
Let's go, guys. Get in the car.
Hey. If we're gonna make those güeritos sweat, we're gonna get the good stuff.
[Richard] To be the best, you had to get the best. Homegrown, baby.
MEXICO LINDO
Chile molido, chile fresco, chile guajillo, chile piquín,
I mean, you name it, we cleared the shelves of it.
Baby, get the red chile.
- I can't, Mom. - Yes, you can, Papá. Come on.
Jude, which chiles do you want?
All of 'em, babe.
[Richard] No chile was left unturned.
Jude! Jalapeños or serranos?
Hey, babe! I found some güeritos.
Okay, baby. Which one you wanna try? The Cheetos? Fritos? Doritos? The popcorn?
[Richard] And I had my very own focus group.
- Uh, Doritos. - Oh, yeah.
[chip crunches]
[chewing]
[gasps, stammering] Hot! [pants]
Hot like elote hot? Good hot?
- No! Bad, bad, bad. - Come on.
- [groans, indistinct] - [chips crunch]
- [coughs] - [heaves]
- Oh, my... Baby. - Hot.
Oh, water!
[Richard] Chale, man. That salsa would've made the devil sweat.
While we were trying to remember
everything our abuelitas taught us about chile, apparently, in the Midwest,
they had already been spicing things up for a while.
Except their ingredients came in test tubes and syringes.
[pants] Oh, it's hot.
- [alarm blaring] - Hot. Hot. Hot!
[Richard] I don't know what's going down over there.
All I knew was, our ingredients came from the ground. Our roots.
Maltodextrin.
Monosodium glutamate.
Disodium inosinate.
[Richard] Me and Judy had that spice in our DNA.
[Judy] You gotta turn the bowl.
- Look, taste this. - [grunts]
There you go. How is it?
- It's wet. - Wet?
I think we need to bake 'em. I think they need to be dry ingredients.
Wait, no, no, no. Try it.
- Ah, chile de pasilla. - [Richard] Mmm.
Dad, just shake it. It's not sticking.
It's gotta tumble, like it does in the factory.
If anyone was gonna crack this recipe, it was gonna be us: the Montañez.
We had tried every chile in every store in town.
Until finally…
[crunching]
[gasps] Ow! Ow! Ow! It burns!
[both] Burns good or burns bad?
It burns good.
- Oh! - [screams]
Oh, we did it!
- Oh. Yeah! - [Judy laughs]
Of course we did!
[factory workers chattering, clamoring]
[supervisor] I'm just doing what corporate tells me to do.
What happened?
- Layoffs, son. Lots of 'em. - [supervisor] I'm the messenger here.
Where's Tony? Where's Nacho?
[clamoring continues]
[supervisor] Do you really think I wanna lay people off?
Okay. Hey, hey, hey! That's it! That's all I got for now, okay?
Back to work.
- Hey, Lonny! - [Lonny] Somebody put this ladder back.
Lonny, hold up, man. Hey, look. You gotta listen to me.
I got an idea. An idea you gotta tell Enrico about.
It's a new line of products. It's a spicy chip!
It's gonna change everything. Spicy Doritos, Fritos, Cheetos.
Spicy what?
[stammers] I just laid off a slew of hardworking guys again.
- Yeah... - A lot of 'em your friends,
and you wanna tell me about some new flavor you got?
Look, if you just called Enrico…
Oh, you just want me to call Enrico?
- Yeah. - And just tell him,
"Oh, our janitor, the guy who cleans the toilets, he's got a bright idea"?
You know I can do more than clean the toilets, Lonny.
It ain't like that, okay?
New products take years to develop, cost millions to launch,
and they do not get created by blue-collar hoodlums,
who probably can't spell the word "hoodlum."
Hey! What's with the chitchat?
[Richard] When I was seven,
these white ladies would come to our school to tutor us in reading.
Except there were two trailers. One for the white kids…
LONNY MASON PLANT SUPERVISOR
…and one for everybody else, the brown kids.
Because, you know, they liked to keep us separate.
And then, kids that came out of the white trailer,
they always came out with cookies in their hands.
[drawer opens]
And I really wanted one of those cookies.
COMPANY TELEPHONE DIRECTORY
And one day, I got in that line.
The white kids spit at me, shoved me…
FRITO-LAY CORPORATE HEADQUARTERS EXECUTIVE OFFICES
… and told me, "Go back to Mexico!"
ROGER ENRICO Chief Executive Officer
But I didn't care. I stayed in that line.
I went into that trailer.
[drawer closes]
And when I came out, I came out with my damn cookies.
[factory workers chattering]
[phone rings]
Patti Secretary to Roger Enrico
[phone rings]
Office of President Roger Enrico.
Uh, hi.
Uh, may I speak with Roger Enrico, please? This is Richard Montañez.
Uh, what country are you calling from, Mr. Montañez?
United States.
[inhales sharply] Well, you're not the president of American corporate,
'cause that's not his name.
I work in California.
Don't say anything. This says "received."
Oh, you're the VP of California.
[Richard] No, I, um…
- You. Let's go. - I work at the Rancho Cucamonga plant.
Okay, so you're the plant director?
Not exactly. I work "inside" inside the plant.
I'm, uh…
I'm a maintenance technician.
Hello?
Um, the janitor? You're the janitor?
Okay, no, no, don't-don't-don't hang up.
I have an idea that's gonna revolutionize Frito-Lay.
That'll save our factory, that'll save jobs,
that'll save hardworking people who are just trying to survive.
Look, if he cares about his people, his people on the line,
Mr. Enrico needs to hear this.
[chattering]
Please hold.
[beeps]
Hello, Richard. This is Roger.
Mr. Enrico, uh...
Thank you for taking my call.
I have an idea that you need to hear.
I'm listening.
[Richard] Okay, yes, sir.
I'm Mexican and proud of it. And there's a lot of us in this country,
and we spend money on snacks just like everybody else.
We eat Doritos, but not before covering them suckers with Tapatio.
It's like the more it burns, the more money we'll spend on it.
So I thought, "Why don't I make my own spicy slurry?"
You made your own spicy slurry?
[Richard] Yeah, I did. And it's good.
You can slather it on everything: Doritos, Fritos, popcorn, Cheetos.
And the best part, sir, it is 100% Mexican-approved.
Uh, my family, my neighbors, they can't get enough.
And I got a plan, Mr. Enrico, to get it to the streets, to get it to my people.
I think it will save our factory. It will save jobs.
Save jobs, huh?
That's a lot of confidence there, Richard.
Yes, sir. And you said in the video, "Think like a CEO." So I did. [chuckles]
You saw my video?
[Richard] Yes, sir.
And you're a janitor?
Maintenance crew, sir.
Look, if it's okay, I'd like to send you some samples, sir.
Richard, that's more than okay with me.
- More than okay. - [grunts]
Thank you, sir.
[line clicks]
[sighs]
SPICY CHEETOS
- [clerk] Next. - Go, go.
CONTROL CARRIER
What are we doing, guys? First class? Priority?
Hold on a sec.
We should pray.
- We should? - Yeah.
I mean, God got us here, right? We should let God take it home.
Yeah. Yeah.
[breathes deeply]
Uh, dear God, Jesus, señor…
- I mean, you know who you are. - [chuckles]
Listen, man. We both know I've... I've made a lot of mistakes in my life.
Mmm, the gang, the guns, the drugs, the stolen cars, the other drugs.
Man, there was a lot of drugs.
You know, maybe I wasn't never bad, just lost.
But I'm doing good things now, so...
What the heck, man? Let's move it.
Hey! He is praying, pendejo! Have some respect.
Go ahead, baby.
Lord, please forgive me for all my past sins, and…
pour all your blessings onto this box right here.
A-Amen?
Amen.
OVERNIGHT MAIL
Roger Enrico President & CEO
[Patti] Here you go, sir.
SPICY CHEETOS - SPICY DORITOS SPICY POPCORN
[Richard] That Italian jefe was about to have his mind blown.
Holy!
Hot! That's h...
Mama hot!
Patti!
Water. [coughs]
[blows]
[exhales sharply]
[phone ringing]
Maintenance. Richard.
Richard, it's Roger.
Roger Enrico.
- Are you there? - Yes, sir.
Listen, Richard, I can't stop thinking about your initiative.
And I'm coming to Rancho Cucamonga for a plant tour.
What do you say I meet you there,
and you tell me more about your ideas.
In about two weeks.
- Would that be okay with you? - Yes, sir. More than okay.
Good. We'll be in touch.
Who the hell is this Richard Montañez?
And who let him call Roger-freaking-Enrico?
Get him on the phone!
Okay, I don't know who that is!
What do you mean you don't know the guy?
He works in your plant. Find him!
Montañez?
Montañez!
- [bangs] - Stay right there!
- [Richard] Turns out, I messed up. - [Lonny] Are you kidding me?
I broke rank and went straight to the top.
Wasn't nobody happy with this chavalo talking to the top dog.
- Lonny, it ain't even like that. - Oh, you're gonna paint.
You're gonna fix every machine in here.
You're gonna clean every particle of dust
until every code violation in here is gone.
Good luck with that!
Mr. Enrico's coming to hear about my product.
Yeah, and when he's done listening and realizes it's all nonsense,
he's gonna think, "Hey, I don't need you."
Then he's gonna realize we need to stop hemorrhaging money,
and he's gonna start by shutting us down!
You better pray for a miracle, Montañez.
Because before this is over, one way or another, you won't have a job.
- [smacks lips] - No!
None of us will have a job! Thanks to Richard!
Thanks, Richard.
[workers muttering]
Mm-mmm.
Baby?
What are you doing up?
I got to find a way to stop Enrico from coming.
- Stop him? - Mm-hmm.
Uh-uh. No, what...
- What are you doing? - [Richard grunts]
Uh-uh. Come on. Get up. Get up. Come on!
Look at yourself.
- [Richard sighs] - Look. You see that guy right there?
Who? That guapo right there? Yeah, I see him.
Yeah, you do? You see a good man?
- Come on. [sighs] - A special man?
Because, baby, that's what I see.
I see a chingón.
A Montañez.
[speaking Spanish]
[Judy, in English] They're scared.
Scared of what you can do for them.
Scared that they've been begging for help,
and they got a broke Mexican kid from Guasti as their hero.
They don't know what to do with that.
Baby, do you know what I've been praying for all these years?
That you would see the gifts and talents that you have.
Baby, use your gifts.
Be great!
Enrico is coming to hear you speak.
Do not let these sinvergüenzas stop you.
I... [sighs]
I-I don't even know how to do a sales presentation.
Well, guess what?
We're gonna find out.
Now, come on. Let's go to bed.
[Richard] You wanna survive this crazy world?
Get yourself a Judy.
Man, she took me to biz church the next few weeks.
- Okay, that's enough. - That's really smart.
- Babe, no. - Ooh, baby, The Hispanic Market.
- That's good. - [Judy] Great book.
This is great. I had no idea any of this stuff was a... a thing.
You don't know how to use a computer, right?
- So this is all the information online… - Oh, yeah.
I should learn how to use a computer.
[Judy grunts]
"Present a solution to their challenges."
Connect prospects to profits.
What's "prospects"?
[Steven] Got it!
[Judy] No, baby, you have to be, like, animated.
What, like Bugs Bunny?
- No, like, excited, big, you know? - [sighs]
"The Hispanics are the fastest growing segment in the US population."
See, that's what I've been saying, baby. We like to get down!
Okay, baby. Come on. Reel it in.
I need to say something like, "We're being ignored."
Then say that, but from your diaphragm and your chest, head up.
Take control of the room.
Say, "The Hispanic market will not be ignored."
[imitating Clarence] The Hispanic market will not be ignored.
Good, but in your voice.
- Baby, I found Versace for $3. - Yeah?
Oh, no, it's Vermace [grunts]
[speaking Spanish]
- [in English] You look so good. - [Richard] Yeah?
- I feel weird. [sighs] - No, you look good.
You look sharp.
This looks really good on you.
[chuckles]
Something like this.
You're the best person I know.
Who, me? [clicks tongue]
I'm just a poor cholita who got smart about God.
Nah, pretty sure God got smart about you.
[scoffs]
Jude, I...
I'm here because of you.
You know that, right?
What? [scoffs]
There's no me without you.
[chuckles]
Thank you for believing in me, mi reina.
[chuckles]
[clicks tongue] Well, your reina don't know jack about tying a tie.
B-But I know someone who does.
- [clicks tongue] Nah, man. He already... - Baby, I know.
I know, I know.
But he won't stop calling. I don't think he's gonna go away.
He does love you.
You look good.
I'm gonna go find some fake Gucci.
[Richard] When you've had as many court dates as Vacho,
you master tying a tie.
- I know I don't got the right to tell you. - Come on, man.
- [sighs] - [Vacho] Listen to me.
[speaking Spanish]
[in English] I am so proud of you, mijo.
And I'll always regret not being the man that made you the man you are today.
Always.
[breathing shakily]
[in Spanish] Now,
go get 'em.
[chuckles, sniffles]
[in English] You look good, mijo.
[sighs]
1991 HISPANIC POPULATION
[Richard] There are more Hispanics in the United States than there are…
There are more Hispanics in the United States
than there are in... [gasps]
Come on out. It's time.
Okay.
[Lonny] And I've organized a checklist that we call "quality control" or "QC."
You can say "Quality C" too. Actually, either way.
And those quality checks every 20 minutes are the reason
we haven't had a line go down in years.
Unlike Bakersfield.
- Right, I see. - If you don't mind,
I'd love to show you how the collets are made.
Mr. Mason, I happen to know how collets are made.
My time is limited, so I...
Where is Richard? I'd like to speak to him.
Sure, sure. Uh, Richard!
[Richard] I'm here!
[no audible dialogue]
The infamous Richard Montañez.
What an honor to meet you, Richard.
Are you ready?
A huevo. I've been ready.
[Roger chuckles] All right.
[Richard] All right, all right. Judy says I exaggerate this part a lot.
I guess it was a little bit more like this.
I'm here! Here!
- Pardon me. - [worker 1] Watch out.
- [worker 2] That's my foot! - Sorry. Excuse me.
Just need to get right there. Thank you so much.
[sighs]
So nice to meet you.
Are you ready, Richard?
- Yes, sir. - Let's do it.
[sighs]
Anytime you're ready, Richard.
[sighs]
"The growing number of Latinos in America
represents a vast untapped market for Frito-Lay."
[person coughs]
"Did you know that there are more Latinos in the United States than in Australia?"
Of course there are.
No, um. [chuckles]
Nah, that's not... I meant that, um...
Did you know that there are more Latinos in the United States
than there are Australians in Australia?
[executives muttering]
Pretty sure there's more Mexicans in this room than in Australia.
[laughing]
Clarence, can you get the light, please?
[sighs]
Listen, gentlemen, no offense…
but our shelves are boring.
People, my people, they're tired of the same old flavors.
See, I grew up with a lot of flavors,
and I've been searching for that taste in everything I buy ever since.
I want a food that tastes like home.
[bag rustling]
This is it.
Everything I grew up with, in a bag.
Chile chips.
And if you put this out there, you'll see that there's this whole market
that no one else is paying attention to.
Us, la gente.
And what about market share? How much would your, uh, "product" yield?
- According to you. - Um…
[thinking] What the F is market share?
That wasn't in the books.
Or maybe it was. It was a lot of books.
Um…
This much.
This much market share.
[executives laughing]
You know what?
I don't know what market share is
because I don't sit up in no corporate office wearing a suit.
Like, I'm down here with mi gente,
and here's what I know about 'em.
They're looking for themselves on those shelves.
They wanna know that the food that they eat at home is valued by you.
That we matter.
I wanna know that I matter when I pick up one of our products.
To you, to this company, to the world.
So put this chili slurry on Doritos, Fritos, popcorn, anything.
Because, at the end of the day, it's how we make them feel.
If we knew that there was a product out there for us,
we'd say, "Take all our money, cabrónes."
[executives murmuring]
Oof, I got a little hood there at the end, but…
Gentlemen… [sighs]
…did you know we could get this much more market share?
- Did you? - [chuckling]
Thank you, Richard.
You have given us a lot to think about here.
Uh, sir, I got...
I got some more graphs and stuff that I can show you.
Sir, R & D already has a spicy product in the Midwest,
and it's testing just fine.
Just fine? I aim to do better than "just fine," James.
Have McCormick send the spicy seasonings here.
I have a good feeling about this man.
He may not know about market trends,
but he knows about people, and that's where I always put my money.
Let's see what he can do with it.
Sir, the resources required for it to pivot so quickly...
James, looks like you have some work to do.
[Lonny] Do we wanna finish the tour?
- [Judy] He's here, baby! Go! - [Richard shouts]
- [Lucky] Dad! - [Richard grunts] Hey!
- [Judy] How was it? - [Richard] Great.
- [Lucky] Did you tell them about me? - [Richard] Of course I told them.
Enrico wanted to test the market with 5,000 cases.
McCORMICK INDUSTRIAL PRODUCTS DIVISION
[Richard] The next few months were a blur.
I did it, man. I got my shot.
Well, it's not Judy's, but it will do.
First one off the line.
Cheetos FLAMIN' HOT
You did good.
[Richard] I was the guy with initiative, and this was my magnum opus.
Judy taught me that phrase.
Ruffles Potato Chips
Doritos NACHO CHEESE FLAVOR
FRITO LAY HQ JAMES FINLEY
[James] As I suspected, the product isn't selling, so we're pulling it.
They haven't been on the market long enough.
Mr. Montañez, product's not moving.
Simple as that.
Mr. Finley, I was just wondering, how many cases have we moved so far?
[James] I don't have that information in front of me.
But we can't continue to invest in Richard's strategies at this rate.
What strategies?
You haven't even let me do anything!
Like, are you even targeting all the Latino cities?
We're everywhere! Pacoima. Montebello.
Of course, Mr. Montañez.
And no one in your market is responding to it.
[Lonny] Uh, sir, Mr. Finley, could... could we just get one more week?
I mean, that-that-that's all we're asking.
[Clarence] Hey! What is it? What happened?
[Richard] They're not moving the product.
They're killing it. They're gonna shut us down.
Like, who'd I think I was?
I'm a nobody.
Pretending like I could do something was stupid.
Oh, wait a minute.
You find out that the product's not moving,
so you decide that you're an idiot and can't do nothin'?
[Richard scoffs]
[Clarence] Figure out the next step.
Yeah, what next step?
There's no next step for guys like us.
If there was a next step, you would've had Lonny's job a long time ago.
All right, all right.
You ain't wrong.
But did I let that stop me from being the best damn worker here?
Did this place stop you
from having the balls to pick up the phone and call Roger Enrico?
Yeah, but then I embarrassed myself.
Embarrassment's never stopped you before.
Ask questions. You wore my ass out with 'em.
Look here, the person I met ten years ago wouldn't blink.
He'd find a way, any way, to get it done.
I don't wanna look you up in 20 years from now
just to find out you're still down here on the bottom.
Step up!
Baby, can't you just call Enrico?
Calling Enrico is what got me in this mess in the first place.
Clarence is right.
I gotta figure this out.
[Richard sighs]
- [Steven] Apá. - [Judy] What's wrong, baby?
[Lucky] He got scared.
Oh, you don't need to be scared.
The power just went out.
Plus, your dad's gonna take care of everything.
I think I know why it's not selling.
- What do you mean? - [Lucky] The Cheetos.
They didn't tell anyone it exists.
There's no commercials, but there's commercials for everything.
Cookie Crisp, Sega, but none for Hot Cheetos.
I didn't see none.
[Richard] Hmm.
[sighs]
Wait.
Let's buy a commercial.
I know it's not a lot, but it's a start.
[Richard] This little mocoso was giving me his lunch money,
his recycling money, everything.
And I wasn't gonna take it.
All right.
But I was gonna take his idea.
Hey! I'm gonna get your job back, big dog!
But I need your help.
Little busy here, bro.
[speaking Spanish]
[Diego, in English] This way, Mrs. Romero.
I got an idea, but I need you guys to do what you do best.
Oh, yeah? What's that?
A little guerrilla marketing.
Man, these fools didn't have no business degrees,
but they could sell condoms to a nun.
They could close a hundred sales in a day. They move product like G's.
["La Raza" playing]
[Richard] Hey, stick around!
[Tony] Everybody, come here! Come close! Bring it in!
[gangster] Come on in!
- Oigan! Listen up! - Hector! Alejandro!
- [Tony] Gino! - [Richard whistles]
[Tony] Come on, everybody.
- I like your hairnet. Firme. - [Tony] Come on!
I got something to say! Everybody needs to hear this!
[Lonny groans] Montañez.
That is not safe or sanitary. Get down from there right now.
Back up. Not today. Okay, Lonny?
Not today.
Yeah, I was backing up.
Corporate's killing the product.
- What? - Aw, man.
[Richard] No. I know! I know!
But it's not because the people don't love it.
If people knew it existed, it would be huge.
Like, yeah, we can let it die.
We can let the factory get shut down…
[workers muttering]
…or we can pick ourselves up and show 'em who we are.
I ain't got no fancy degrees.
None of us do.
We don't need 'em,
because people like us,
like you and me,
we're what makes this whole thing run.
None of this exists if we don't exist.
Let's show 'em that we won't be buried.
Shut up, Montañez! You trying to get us all fired?
Hey! Let the man speak.
Go on, brother.
[Richard] I'm not trying to get you fired.
I'm asking you to save your job.
Because if we don't, that's it for all of us.
And this product doesn't only have the Montañez name on it.
It's got the Romero name.
- Morales. - Hey.
Baker.
- Listen. - And Carson.
Enrico believes that we're what make this company special.
So we can sit around like a bunch of huevónes…
or we can stand up and be great.
What exactly are you asking for here, Montañez?
I need all the product that didn't sell loaded up into the trucks.
Everyone who's got the time,
before or after your shifts, whatever it takes.
We're gonna distribute it. We're gonna get it out to our people.
[factory workers murmuring]
Well, you heard the man!
Get up, line up, and let's get this product on those trucks. Let's go!
- [workers clamoring] - [grunts] Ándele!
["Mexican Power" playing]
- [Richard] Let's load up! - [Tony] Let's move.
[Richard] Hey, Hector, get the truck! Let's go!
Take that.
[song continues]
[Richard] Grab a box!
Everybody, come on in! We're gonna load up all the cars!
[Clarence] Move down the line.
Here we go! Here we go!
[Clarence] Drop the box, go get another one.
- Pack them in there tight, guys. - [Richard] Here you go.
[Clarence] Drop a box.
- Get back in and get another one. - [Tony] More boxes on this side!
[Lonny] Can I?
Wow.
[song continues]
[all chattering]
- [Richard speaking Spanish] - [Judy, in English] Thank you, hon.
[Richard] What's up?
- Hi, mama. - Hey, can I have one?
[people speaking Spanish]
[in English] Here's another one. Tell all your family too.
[seller] Cheetos! Get 'em. Get your Cheetos!
- Hey, my son made those. - You must be proud, eh?
[Vacho] Yeah, tell your friends.
- You're gonna love them. - [Tony] Get your Flamin' Hot Cheetos!
[Richard] Hey! Flamin' Hot Cheetos!
[speaking Spanish]
[in English] Big sister.
The convenience store.
- Enjoy. - Bro, check it out!
[in Spanish] They're different because they're spicy.
[in English] Hot Cheetos!
[Lucky] Guys, guys! Come here! Come here! Hot Cheetos.
- Guys, guys. Hey, wait up. Hot Cheetos. - Hot Cheetos. Come here.
- Here, here! Take 'em. - Hey, thank you, little man.
Thanks.
- [Judy] Hey, guys. Try these. - [Richard] Excuse me.
[Judy] So good. Try these.
Hey. We just made these. They're Cheetos with chile on them. You gotta try 'em.
- Are you serious? - Yeah, they're crazy.
- Your kids are gonna love 'em. - Thank you.
Here! Tell all your homegirls.
[song continues]
Hey! Hold up. Hold up. Hold Up.
Hey, we got something for you to try. The next one you gotta buy, all right?
What I say?
What I say? I said, one bag each.
One bag each. We ain't trying to waste it.
- Let 'em enjoy it. What's up? - [Tony] Call 'em back.
Right here!
[customer] Hey, watch it!
[Richard] They're obsessed.
They're my new favorite.
They're so good.
[in Spanish] What are they?
[in English] Cheetos con chile.
They're flamin' hot.
[mouthing words] Oh.
Can I get a bag?
[Richard] Maybe it looked like a bunch of Mexicans hustling the streets
to move a few bags, but the truth was,
we were mobilizing the Hispanic market before we even knew what it was.
All right!
[Richard] So Enrico wanted answers.
"How are you gonna explain this, fool?
How's Hot Cheetos got more love on it than your ruca has got vatos on her, ese?"
Finley was shitting his pants. So he was like,
"Man, I don't know what you're talking about, homes.
I ain't never heard of none of these tonterías."
But Al Carey wasn't having it. So he got super gangster and was like,
"Oh, yeah, you little chavala?
Yo, Patti, how much lana did this fool put into the product?"
Man, even Patti was pissed.
[Richard, in Spanish] Nothing. I mean, he hardly spent a dime.
[in English] And then Enrico went OG on 'em.
"You ain't never gonna eat another Cheeto in your life.
You dig, carnal?"
[Richard chuckles]
Nah, I'm just playin'. It didn't go down like that.
You think these fools had that in them? Chale.
Here's the latest sales report on Flamin' Hot Cheetos.
Whoa, Finley. How much money did you put into this?
- Why? - Because Southern California's blowing up.
Hmm. That... That's a blip.
Look, uh, sir, why on earth are we still wasting time
on this janitor's crazy ideas?
You still think I'm investing in a janitor?
Finley, come on.
I'm investing in a vision.
The Hispanic market is the future, and this man is going to lead us there.
Better get on board, buddy.
Compré doughnut.
Of course you did, flaco.
[machine buzzing]
[Richard] Mmm.
[phone ringing]
Maintenance, can I help you?
[on phone] Richard? It's Roger Enrico.
Hello, sir.
[Roger] We're gonna need more cases.
Oh... Yeah... Okay. [stammers]
Yes, sir. Like, how many? Like, 5,000?
[Roger] Mmm. No, Richard. Five million.
We're gonna need five million.
Not playing, are you?
[Roger] No, Richard.
Yes, sir. Um, right away, sir.
Thank you.
[Richard shouts]
Yeah!
- [machine buzzing] - All lines go.
All lines go!
Cheetos FLAMIN' HOT
THEY'RE DANGEROUSLY SPICY!
6 MONTHS LATER
[beeping]
[Richard] Things finally got back to normal at the factory.
We all had our shifts back.
[Clarence] Hey!
[chuckles]
- They called? - They called.
And?
You're now looking at the new plant manager in Bakersfield.
- Oh! - Yeah!
Oh, yeah! Man, they should have made you damn president, brother.
Well, you're not wrong. [chuckles]
They say anything about me?
But they will.
They will.
You'll see.
Hey, Montañez. I need you to head up to room C on six.
I need it cleaned out ASAP.
Actually, no.
I'm not gonna do anything until I get an interview for the machinist gig.
Look, you're on the clock.
Just do the job you got, and I'll see what I can do. Please.
[factory workers chattering]
Ah, hello, Richard.
Mr. Enrico, what are you... What are you doing here?
Ah, I was in town for a convention, where I told them about your story.
They loved it. Of course, I told the shit out of it…
[chuckles] …'cause it's a story I know very well, Richard.
You know, I ran around the mines of small-town Chisholm, Minnesota
when I was a snot-nosed Italian kid,
who had dreams bigger than what that place could contain.
The thing is, Richard,
visionaries can't be contained.
And a smart person doesn't try to contain them.
In fact, smarter guys, like us, invest in vision.
So I'm thinking it's a good idea…
to invest in yours.
- I-I don't... I don't understand. - What do you say?
You wanna join us?
And show us the big plans you have for marketing to your community?
Um. [sighs]
Richard Montañez Director of Multicultural Marketing
I had to kick a little ass to get the Ñ on there for you.
[both laugh]
Wow, I...
For real?
[Tony] Richie!
- [workers cheering, applauding] - [Nacho] Órale. Let's go, Richie!
[cheering, applauding continues]
Way to go, baby! East-siders, baby!
[whoops]
[cheering, applauding continues]
[chuckles]
[chuckles] I got ya!
[worker whoops]
[chuckles]
[Richard] This part… This part was finally real.
Richard Montañez Director of Multicultural Marketing
[employee on PA] Customer service, line 217.
[phone rings]
Hello, and thank you for calling Target Warehouse.
This is Judy. How can I help you?
Hey, Jude. It's me.
[Judy] Hey, baby. What's up? [grunts]
We're gonna need more ties.
Oh, my God.
[cries]
I'm so proud of you. [sobs]
[Richard] Well, you see, in this world, there's no such thing as just a janitor.
There's no such thing as just a waiter.
[speaking Spanish]
[Richard, in English] No such thing as just a busboy.
Thank you so much.
[Richard] There's no such thing as just a valet.
No such thing as just a gardener, mechanic, maid.
Because we all write our own stories. We create our own destinies.
- Thank you, brother. - Gracias.
[Richard] And you think I was gonna let someone else steal mine?
[chuckles] Nah. Never.
["The Fire Inside" playing]
FLAMN HOT
KNOWN AS THE GODFATHER OF LATINO MARKETING,
RICHARD BECAME A TOP EXECUTIVE AT PEPSICO/FRITO-LAY.
RICHARD'S GENIUS LAUNCHED AN ENTIRE INDUSTRY
OF SPICY PRODUCTS.
Mtn Dew Flamin' Hot Doritos Flamin' Hot COOL RANCH
FLAMIN' HOT CHEETOS IS A BILLION DOLLAR BRAND.
IN 2019, HE RETIRED AFTER 42 YEARS OF INNOVATION AND LEADERSHIP.
RICHARD AND JUDY RAISED 3 SONS.
THEY'VE BEEN TOGETHER FOR OVER 48 YEARS.
JUDY NEVER LEFT HIS SIDE.
[song continues]
BASED UPON THE BOOK
"A BOY, A BURRITO AND A COOKIE: FROM JANITOR TO EXECUTIVE"
BY RICHARD MONTAÑEZ
AND THE LIFE STORIES OF RICHARD MONTAÑEZ AND JUDY MONTAÑEZ
[song ends]
《火辣奇多的誕生》
說墨西哥人「很辣」, 簡直是在找麻煩
但是辣味
就是我成功的祕訣
讓我一路走到現在
我是大家見過學歷最低的成功人士
邁向成功的路上, 我什麼屈辱都受過
但我抱著堅定的態度
在廚房、雞舍、修車廠拚死拚活賺錢
最終我來到這裡
我協助為全世界帶來了
史上最受歡迎的零食
您的餐點, 女士
不, 我不是這蠢蛋
對, 就是這位帥哥
他看起來就像黝黑版的史恩康納萊吧?
這就是我, 天下無雙的理查蒙坦涅茲先生
但我不是一開始 就能和上流社會的人侃侃而談
我出生於底層
(1966年)
真的是最底層 在加州瓜斯提的葡萄園長大
(瓜斯提釀酒廠)
對, 就是這個窮小子
其實我還有八個兄弟姊妹
當時是1960年代, 我們又是墨西哥人 我父母當然兒女成群
在我看來, 我是全世界最幸運的孩子
因為我的遊樂場比迪士尼樂園還要大
起來, 為什麼你在玩?
把籃子裝滿
別煩他, 他還小
只是我的遊樂場是別人的勞改營
給我吧, 去玩
我們一起生活、一起工作
一起存活下來
我十歲時, 我知道我這一生只有...
蒙坦涅茲這個姓氏
如果你能展現出蒙坦涅茲家的才能
他們就無法批評你
別忘了
好, 爺爺
我是蒙坦涅茲家的人
沒錯, 你就是
吃晚餐了
別弄了, 阿理
等我修好了, 我們就能呼叫蝙蝠俠
我爸伯瓦丘蒙坦涅茲, 簡稱瓦丘 意即酒鬼, 原因顯而易見
理查, 理查
幹嘛動我的東西?
放開他, 他沒有做錯什麼
在學校也沒好到哪裡去
直到我認識了茱蒂
姑且說我們兩個小朋友有很多共通點
嗨
那是妳的午餐嗎?
對
真希望是波隆那香腸三明治或巧克力
我的是墨西哥捲餅
想吃嗎?
那是什麼?噁耶
是豆泥墨西哥捲餅
我想也是, 墨西哥佬就愛吃豆子
走吧, 各位
我和茱蒂知道我們倆的膚色相當引人注目
你沒事吧?
於是我們決定自成一國
無論發生什麼事都不分開
拜託, 幫我做波隆那香腸三明治
誰要幫你做波隆那香腸三明治
我不想跟別人不一樣
來, 一個給你...
一個給不喜歡墨西哥捲餅的白痴
嗨, 這不是墨西哥佬嗎?
- 他又在吃那個了, 真噁, 快看 - 看起來就像馬桶裡拿出來的
我可能會吐
我的天啊
真的很好吃
想要一點嗎?
我才不要吃
你吃
諒你不敢吃
- 其實滿好吃的 - 我也要吃, 給我一個
我先, 這個給我
25分錢
走吧
就這樣, 我成了 瓜斯提小學的墨西哥捲餅大亨
有聽過「供需法則」嗎?
我要一個
拜託, 把墨西哥捲餅介紹給大家的 不是塔可貝爾
而是我和我媽
至少我覺得是這樣
我不想再讓茱蒂吃那袋可悲的午餐
(好時牛奶巧克力)
我的小茱想吃巧克力, 她就可以吃
你最好有錢付
你偷了誰的錢, 孩子?
這場糾紛本來可能有不同的發展
天啊, 警察
我送報紙賺了這筆錢
這是正當的工作 我只是個想討女生歡心的小孩
看看這個善良正直的年輕公民
- 天啊 - 厲害吧?
把她追到手吧
這樣吧, 我再送你一些糖果
那孩子長得真帥
- 對, 也很聰明 - 對
但我不是白人小孩
我是墨西哥裔小孩
進去
如果眾人把你當成罪犯, 你就會變成罪犯
(1974年)
沒錯, 1970年代的底層墨西哥佬 就會穿這樣
我看起來好帥
各位先別急著批評
為什麼墨西哥人都是混混, 拜託不要
因為這不是我瞎掰的, 這是我的親身經歷
那個年頭, 警方認為...
(別再濫殺我們了)
只要你叫岡薩雷斯或馬丁尼茲 他們就有權利在街上狠狠揍你一頓
(我是拉丁裔我驕傲)
墨西哥裔美國人不被重視...
(我們不會被威脅)
但還是會被狠狠修理
就算警方沒有教訓你
你也會被送去戰場送死
我只是想存活下來
茱蒂呢?
她也努力活下來
我們很擅長在夾縫中求生存
兩人一起
當時芝加哥運動興起, 但我沒有特別注意
我必須照顧好家族事業
我的朋友是我唯一的家人, 懂嗎?
我們都會情義相挺
住手, 退後, 退後
不要推我的男人
- 上啊, 茱蒂 - 上啊, 茱蒂
我們生意興隆
我過著美好的生活
(兩小時居家懷孕檢測)
但無知就是福, 你終有一天得認清現實
阿理, 你得改變
- 這是為了我們和孩子好 - 妳在說什麼?
- 看看我為妳買的車 - 沒錯
這輛車是從哪來的?
阿理, 如果你讓我坐贓車, 我發誓...
我是用分期付款
你開什麼玩笑?
為什麼你老是要幹這種事?
看著我, 年輕人
你不是沒用的廢物, 理查, 聽到沒?
你不笨
除了那個很蠢的鬍子, 你還有腦袋
你不是你父親 但如果不改變, 你就會步上他的後塵
如果你不清醒過來 你最後就會去坐牢或失去性命
我們不能失去你, 阿理
我認為你可以變得更好
天啊, 他沒有重判我真是奇蹟
嗨, 阿理, 阿理
嗨, 老兄
準備好出發了嗎?
走囉, 兄弟
走啦
人生的重點在於選擇
重大的選擇
我該選擇更好的道路
(1982年)
但更好不一定更輕鬆
我們現在修不了, 現在沒時間
這東西卡住了
電線都腐蝕了, 是怎樣?
親愛的, 餓了嗎?
媽媽, 媽媽, 妳看
我知道, 寶貝, 我知道
來, 咬一咬
你最好快一點, 我們會遲到
好, 好
- 為什麼會... - 吐出來
- 腳舉起來 - 我想我修好了
好, 應該修好了
好了, 去客廳等
好耶, 墨西哥人做得到
我修好了
寶貝, 聲音聽起來很糟
很糟嗎?哪會, 冰箱只是要休息一下
- 食物會壞掉, 快點 - 不會有事的
我們要怎麼辦?
- 何時才有時間修理? - 聽著
- 我們買不起另一台 - 看著我
- 我們要怎麼辦? - 深呼吸
三
二
一
- 深呼吸 - 深呼吸
今天會很順利的
對
我能做到
我的確做到了
- 茱蒂甚至幫我寫了厲害的履歷 - 不好意思, 老兄, 你好嗎?
誰拒絕得了聽起來這麼像法語的東西?
- 我們不需要徵人, 老兄 - 我可以修剪草皮
修剪樹叢、清理設備
- 都幫你辦妥 - 抱歉, 我的人手夠了
這是我的電話號碼, 有職缺隨時打給我
不好意思, 你知道哪裡在徵人嗎?
我父親和祖父都是農夫
我小時候也幫忙過農務, 我很清楚流程
請妳收下我的履歷
不了, 謝謝
不了, 謝謝妳
這是我的履歷
我什麼都願意做, 洗碗之類的都行
別太期待
給你
有些人說是少年觀護所 但我覺得那只是夏令營
(雙手搬家公司)
(誠徵幫手, 入內應徵)
搬一大堆廢物哪需要高中文憑?對吧?
我們沒在徵人
你看起來不太像積極主動的人
那種人都長怎樣?
喂, 你在幹嘛, 那是我的車
不准這麼做, 尊重一下別人的財產, 該死
等等, 住手
- 懂嗎? - 不要碰我的孩子
不要這樣對他講話
天啊, 妳們這些墨西哥女人跟豬一樣 生了一堆非法移民
- 你說什麼? - 喂, 你對我的孩子動手嗎?
- 算了, 阿理 - 什麼意思?
對, 算了吧, 警察來了對我們沒好處
媽媽
什麼是非法移民?
沒關係, 寶貝, 你沒做錯什麼
好
沒事了
我們最後還是得進去
我真的不想要
孩子需要吃東西
- 家裡有吃的 - 並沒有
冰箱壞掉了, 我們又沒工作
難道我不知道嗎?
我賣墨西哥薄餅賺得不多 我們孩子的鞋子還開口笑
我們需要求助
拉下面子, 我們進去瓦丘家吧
妳姊姊不能讓妳排更多班嗎?
她盡力了, 但班就那麼多而已
妳知道嗎?
養活妳的家人不是妳的責任
是這個笨蛋的責任
你有什麼問題?
讓你的女人那麼辛苦工作
如果有讀《聖經》 就知道男人有義務養活自己的家人
各位沒聽錯, 上帝
瓦丘大概在五年前得到救贖
他戒了酒, 敬奉耶穌
你得為自己的孩子做好榜樣 對吧, 孩子?
他今天去找工作了, 對吧, 兒子?
對, 我們一起去找了, 但現在根本沒工作
一定有工作, 總會有的
問題是他們看到你 就覺得你是好吃懶做的混混
將人生交託給上帝
你就會馬上得到協助, 兒子
就我所知, 耶穌以前也像我一樣 出身卑微、無權無勢
他以前也常為非作歹
你到底要不要當個好丈夫和父親, 懶鬼?
點蠟燭再禱告, 會有幫助的
好了, 康佳, 別再說什麼蠟燭了
- 什麼蠟燭都幫不了他 - 好, 瓦丘
他得自己打起精神
謝謝妳, 康佳, 現在有什麼我都願意嘗試
妳何不忘了那愚蠢的蠟燭 對我有多一點信心
阿理, 你認真嗎?
我似乎別無選擇
只能回到我熟悉的地方
如果我想再販毒 就得回去跟老朋友打個照面
你好嗎, 朋友?
- 你好嗎? - 是大人物呢
終於要重操舊業了嗎?
看情況
是嗎?
該死, 理查回來了嗎?
- 你好嗎? - 我罩你, 朋友
各位聽好
這傢伙什麼東西都賣得了
是這個社區最厲害的推銷王, 朋友
不
理查不能回來
每個社區都有大哥
老大
掌管社區裡一切事務的人
那就是東尼羅麥洛
聽著, 東尼, 我很清楚我在做什麼
才怪, 你有孩子了
你不該再販毒
老兄, 他想做就成全他吧
對, 我們又沒有體面的工廠工作
能戴著愚蠢的髮網, 還有員工福利
菲多利工廠
- 你在菲多利工作嗎? - 對
怎樣?
- 幫我介紹工作 - 蠢蛋
怎樣?
他們願意雇用 這個像摔角選手的墨西哥笨蛋
為何不雇用我?
這個人喔
你想找死嗎, 王八蛋?是嗎?
我要讓你吃不完兜著走, 白癡
東尼, 我只是想找工作
那去應徵啊
有誰攔著你?
幫我說個好話
就像你說的, 我有孩子要養
我看看能幫上什麼忙
忘了今天在商店碰到的那個人吧, 兒子
你知道自己是乖孩子, 對吧?
對, 我知道
我們來看看
把手臂伸出來
我們的膚色
是一樣的
如果我很善良, 你就也善良
無論別人說什麼
懂嗎?
我們看電視吧, 爸爸?
當然好, 兒子
窮人時常提到上帝是有原因的
因為當你一無所有
承諾給你一切的人會越來越有吸引力
(菲多利)
不好意思, 抱歉
嗨, 我是理查蒙坦涅茲, 我來投履歷
我們不收履歷, 你得填寫申請表
不用問, 我們沒有西語版的
好, 謝謝
(菲多利, 百事公司) (工作申請表)
(在簽名前, 請仔細閱讀每一項聲明)
這是我的申請表
(學歷, 您是否具有高中文憑或同等學歷證明?)
妳覺得我可以填完再拿回來交嗎?
這樣應該比較好
謝謝妳
筆還來
抱歉
寶貝
蘇菲亞被開除了
因為她總是愛打混
猜猜誰拿到她原本的班啊?就是我
我買了大廠牌的玉米片來慶祝
怎麼了?
寶貝, 「積極主動」是什麼意思?
代表沒人要求也能自己做好事情的人 怎麼這麼問?
我看起來像積極主動的人嗎?
怎麼了?告訴我
高中文憑
你要應徵菲多利?
對, 但是我得高中畢業
申請表上的字我幾乎看不懂
不, 沒關係, 我幫你
我需要我妻子幫我填申請表
天啊, 真白癡
好了, 別這樣
別管文憑了, 你能勝任嗎?
應該可以
你可以嗎?
是, 我可以
好, 這樣吧
你從聖貝納迪諾高中畢業
1971年畢業
是嗎?
還是模範生呢, 如何?
好了, 爸爸, 不要太誇張
拜託, 他們不會知道
東尼說你值得信任
對, 希望如此
這是你填的嗎?
對
你的字跡好秀氣
謝謝你
聖貝納迪諾高中啊?我也讀那裡
真的嗎?
還記得葛摩帝校長嗎?
嚴厲又討人厭
對啊
我超討厭那老兄
葛摩帝校長是女的
對, 但她就像...
她就像那種很像男人的女人
好
- 好吧 - 等等
聽我說, 我手腳俐落, 很聰明
我知道我看起來不像那種人
但我保證我會是你雇用過最棒的員工
也許我沒有文憑, 但我是博士
博取前程的吃土男士
好蠢
好吧
其實這裡大部分墨西哥裔員工都很勤奮
只是要徵工友, 你還能惹出什麼麻煩? 把拖把弄斷嗎?
但我不會
多年來第一次...
(蒙坦涅茲)
這小子終於有了正當體面的工作
大家都很嫉妒
連我看自己都會眼紅
(菲多利) (蒙坦涅茲)
好, 上班和下班都要打卡, 沒有例外
這裡是主要的生產區
玉米粉送進擠壓機, 再經過烤箱
洋芋片在滾動機裡冷卻 會有許多油脂, 你要刮除掉
這邊這些是油炸機
每兩天要換一次油
外面也要清洗乾淨
因為很多油會滴下來, 弄壞地板
可能會面臨訴訟
我不需要煩人的訴訟, 懂嗎?
這是主要的通道
這裡有很多堆高機來來去去, 要注意安全
現場一片混亂, 就像機器城市一樣
工作相當穩定
這個墨西哥佬終於成為團體的一份子
為遠大的目標奉獻
洋芋片會在這裡分類、秤重並裝袋
在那下面的輸送帶, 你也要清洗乾淨
這些垃圾桶每小時就要清空一次
垃圾車在外頭的卸貨平臺
但基本上來說, 不要礙手礙腳就好
蒙坦涅茲, 明白嗎?
明白
玉米粉擠壓機、油訴訟 每個垃圾桶每小時清一次
我會是你雇用過最棒的垃圾工人
好, 看來你往後也會很怪
好, 這位是納丘, 納丘, 他是理查
納丘會告訴你其他我沒提到的事
- 祝你好運 - 你需要幫忙嗎?
包裝操作員請到廠房
天啊
這太酷了, 你們有看到嗎?
別激動, 阿理, 慢慢來
等等
我幫你拿, 那太重了
- 謝謝, 謝謝你 - 好
媽媽, 爸回來了
天啊, 一天過得如何? 他們喜歡你嗎?我整天都在祈禱
爸爸, 他們有給你免費的奇多嗎?
你知道白人不會無緣無故 給你免費的東西, 再說...
家裡有吃的
- 我們要吃什麼? - 米飯佐墨西哥酥餅
我們老是吃一樣的東西
喂, 你明明喜歡我做的墨西哥酥餅 來, 快吃
話說
- 妳以妳的男人為榮嗎? - 也許吧
帶些免費的食物回家, 我就會考慮一下
妳整天點著那個蠟燭, 這樣會失火
站住, 你要幹嘛, 蠢蛋?想被開除嗎?
不好吧
- 混蛋, 不要這樣 - 怎樣?家裡風很大
我揍你喔
- 夠了 - 我不會吹了
(打卡機)
那很好玩
我從沒用過高壓清洗機 我不知道能清洗得這麼乾淨
我認為用醋的效果會很棒
醋...茱蒂會用...
她應該是用小蘇打, 就是小蘇打
嗨
你的意思是, 玉米粉和水混合
再送進機器裡, 然後...
送出來後就變成奇多的形狀嗎?
是怎麼做到的?
是...
是高溫和高壓造成的嗎?
比起跟我講話 你不是該好好拖地嗎, 帕可?
- 我知道這種人 - 好
我這輩子遇多了
好耶, 理查, 揍死他
沒啦, 開玩笑的
你們在想什麼?這是我第一週上班
我得好好克制自己
對, 就是高溫和高壓造成的
玉米粉炸條看起來可以嗎, 貝克?
可以
你說的就是「溫度調節計」嗎? 還是機器的一部分?
不是, 就是那些條狀物 奇多的條狀物就是玉米粉炸條
真不錯, 這真驚人呢
這些設備和裝置能做出一堆條狀物
蒙天涅茲
快點, 擠壓器上頭都是乳酪粉 去清理乾淨
是蒙坦涅茲
你的工作很酷, 兄弟
沒錯, 兄弟
我是工程師
自學成才
真的嗎?
真的
等一下
轉接品質控制, 分機334
你按按鈕的樣子看起來很像超級英雄
速度很快
我是理查
理查蒙坦涅茲
克勞倫斯C貝克
很高興認識你, 兄弟
C代表什麼?
魅力
好
對了, 我有個問題
你覺得我有沒有機會看...
我甚至不知道那叫什麼
就是這部機器的組裝圖
你為什麼想知道我的機器怎麼運作?
不好意思, 別激動, 是我的錯, 克勞倫斯
這個工友迷路了, 他只是要找員工餐廳
- 跟我來 - 我只是在跟他說話
阿理, 不要到處亂跟別人講話
這裡就像高中, 笨蛋
工會員工不會跟工友講話
我沒念過高中, 不懂你的意思
拜託, 老兄
新人已經闖禍了嗎?
沒錯, 他主動跟克勞倫斯攀談 好像跟人家很熟一樣
- 你見過納丘了, 這位是海克特 - 嗨
- 他是亞歷山卓 - 你們好
把莎莎醬遞給我, 好嗎?
可以吃一個嗎?
我不喜歡綠色的, 謝謝
- 全都要被你吃完了 - 肉完全沒味道
想在這裡存活下來, 就要學會這些道理
那桌的人都是工廠經理
冷靜、充滿自信
他們不愁吃穿, 還有退休金能拿
他們有錢, 能喝香檳
無憂無慮, 因為他們有安穩安全的工作
再來是廠房經理
他們的工作無保障, 卻要承擔所有責任
該死
那些可憐的混蛋心有不甘 因為他們得聽命於
那些不出力卻賺比較多的高層
然後是機器操作員
雖然是藍領階層, 但相當驕傲 他們受到大家的敬重
克勞倫斯則是當中的佼佼者
那位老兄的資歷比任何人都久
真可憐, 他很認真工作
好, 但這樣有什麼不好?
因為那傢伙過去十五年來
都想從那個位子升到高層
半數的高層王八蛋所知道的一切 都是向克勞倫斯學的
所以他不喜歡別人問他機器的事
- 正是 - 然後是我們
底層員工
- 生產線、包裝... - 誰跟你們一樣
我們司機都是菁英階層
閉嘴, 清潔先生
然後是你們兩個
最底層的工友
我才不是最底層的
像你這種人不能跟克勞倫斯那種人講話
大家都謹守本分
懂嗎?
要抱著敬重的態度
我們這種人很難有這種機會
不要搞砸
我不要回到以前的生活了, 兄弟
你呢?
妳該看看那些機器
我還有自己的小辦公室, 媽
真棒, 兒子
辦公室嗎?應該是掃具間吧?
讓你放打掃用具的地方
不是掃具間
我和納丘共用一張桌子, 還有電話等設備
還是沒什麼出路, 虛榮鬼
至少是工作
能養活我的家人
能維持多久?
不要那麼固執
除非你改過自新
不然你會繼續犯同樣的錯
你不能一輩子都在拖地
在別人身後打掃
我絕不會說瓦丘說得對, 但他沒說錯
我不想一輩子拖地
我努力工作, 要往高處爬
你知道誰就在高處嗎?
(百事隊)
就是這傢伙, 羅傑伊里科
(為可樂之戰的勝利打好基礎)
他主掌百事公司 也就是我們公司菲多利的母公司
(百事挑戰)
他創造了百事世代和盲測挑戰
這項行銷活動在全美引起轟動
這傢伙是近一百年來 唯一差一點扳倒可口可樂的人
多虧有他, 百事才能大受歡迎
如果我要成功, 就得向頂尖人才學習
而克勞倫斯就是頂尖人才
我不能失敗
我得使出大絕招, 使出殺手鐧
你想吃豬肉絲, 還是烤牛肉?
側腹牛排?
烤牛肉?
烤牛肉
好, 你想幹嘛?
我想告訴你, 我敬重你的工作
我敬重你自學成才
成為工程師
我想要跟你學
我爸是個廢物
但他在我小時候教我許多修理技巧
我對機器很有興趣
我學習背後原理、修理機器、讓機器運作 會讓我覺得...
不知道耶, 我會覺得我不是沒用的廢物
甚至會覺得自己有點價值
你要我敬重 我不太認識也還沒贏得我敬重的人嗎?
我不是這種人
該死, 如果我要學點什麼 一定要跟這傢伙學
但他很難被打動
好
你有一些莎莎醬之類的嗎?
有
- 這是什麼?辣的嗎? - 對
- 很好 - 小心點
克勞倫斯C貝克, 他受人敬重且相當聰明
另外, 他的中間名真的是「魅力」
好了, 把你的機器擦得亮晶晶 貝克先生, 你覺得如何?
- 排氣孔沒擦到 - 什麼?
該死
不要亂碰
阿理
貝克先生
我剛剛在確認擠壓器的規定 看起來這個指示器壞了
- 要我調整一下嗎?我知道怎麼做 - 不...不
指示器才沒壞
一定是亞歷山卓又亂碰我的機器
謝謝
克勞倫斯, 有些洋芋片看起來太焦了
溫度要調整嗎?
不用, 棕色的會被挑出來丟掉
他們直接把那些倒掉嗎?
該死
大家老是想丟掉棕色的
蒙坦涅茲, 這裡你沒清乾淨
注意點, 卡森
我老是有地方沒清乾淨
喂
別管它
跟我來
站到上面來...
認真聽
第七站的墊圈鬆了
我只需要傾聽
我可以告訴你哪個機器 皮帶、圓筒、閥或馬達故障
只需要閉上嘴巴, 認真聽
我聽不到
我教過你後, 你就會聽到
你不是沒用的廢物, 小子
沒錯
我正式成為了他的學徒
我得利用上班前後的時間學習
但沒關係
我準備好了, 我深知我能帶來更多貢獻 成為更厲害的人
- 我得出門了 - 等等, 為什麼?
你的班明明晚一點才開始
因為克勞倫斯說如果我早點到
- 他就教我怎麼用滾筒 - 用什麼?
- 每一次都只能微調 - 對, 但我知道怎麼用
- 這樣效果如何? - 夠了
蒙坦涅茲, 你還有事要做, 過來
好, 也許是電線燒掉了
沒有, 只是氧化了
插回去
- 你要去休息嗎, 兄弟? - 對
我罩你, 我幫你顧機器
(本月最佳員工)
正當我在工作上一帆風順 美國的經濟頓時跌落谷底
歡迎收看《NBC晚間新聞》
(經濟消息)
這是羅納德雷根踏入政壇後
一直盼望的一天
(1984年)
他將宣布他會減緩聯邦政府的擴張
天啊, 雷根執政時期讓所有人都不好過
(1985年)
涓滴效應讓我們這種窮人變得更窮
針對窮人設計的計畫預計刪減大量預算...
(1987年)
例如食物券、聯邦醫療補助和就業計畫
我光是要讓孩子們有地方住 就已經很困難了
(1988-1989年)
結果現在我薪資太高, 不能領食物券嗎?
他們覺得我是要怎麼養活我的家人?
- 工廠勉強營運 - 我甚至付不出房租
(1990-1991年)
我不知道政治會對眾人造成影響 尤其是像我們這樣辛苦工作的人
與雷根執政前相比
西裔族群變得更加貧窮
好幾年下來
裁員和排班減少變得比毛毛球和燈籠褲 還要稀鬆平常
(1992年)
八年過後, 我還是待在同樣的職位
其實不算, 情況更糟了
對, 你們有資格申請補充營養協助計畫
你們有受扶養眷屬 可以搜刮到夠多的食物券...
不好意思, 妳說「搜刮」是什麼意思?
- 我們很勤奮, 兩個人都有工作 - 夠了, 媽
- 我們要努力過活 - 媽, 妳害我們很丟臉
我們尋求協助 妳還要讓我們覺得很可恥嗎?
我們該怎麼辦?
好了, 好了
拜託安靜, 好嗎?
安靜下來, 好了
菲多利接到的訂單不夠多
無法讓我們和貝克斯菲爾德的工廠 同時營運
我就直說了
讓貝克斯菲爾德搶下批量訂單 就會對我們不利
如果我們表現比較差 那我們的工廠就會被關閉
懂嗎?
快, 上工了
零食戰爭不再鬧著玩了
競爭激烈, 市占率逐漸下滑
羅傑伊里科當上了百事公司的執行長 他很認真看待這一切
(行政套房)
因此他的優先要務...
(喝百事可樂)
刪減不必要開支、減少排班、關閉工廠
並找到能讓公司繼續營運下去的收入
菲多利的企業辦公室 就像混混在毒窟裡大開殺戒
因為老實說, 公司高層就是這樣的人 他們是有錢的混混
伊里科很火大
他說:「你們這群笨蛋竟敢告訴我
像納貝斯克和伊格零食那種小咖公司
賺的比我們多嗎?
他們侵門踏戶 你們這群白癡還當沒事一樣?」
這個美國人說:「不, 老大
我們還是有許多出色的產品 奇多、菲多利、多力多滋...
(1991-1992年對手產品銷量)
大家還是會買我們的經典產品」
然後老大把話挑明了, 他說
「能撐多久?
因為我們沒時間了, 你這傀儡」
怎樣?需要翻譯嗎?好, 我來幫忙
銷量下滑了?
- 對 - 很遺憾
- 對, 看起來是這樣 - 現在是這樣
(人資部)
- 嗨, 史黛芬妮 - 嗨, 理查
我申請機械師有下文嗎?
抱歉, 理查, 目前還沒有開職缺
別擔心, 你會第一個知道, 我會打給你
- 好 - 謝謝妳
大家的排班都被刪減
高層或底層員工都無一倖免
至少我不孤單, 我們都過得很辛苦
努力要養活家庭, 努力要保住自己的房子
努力維持尊嚴
我們做了墨西哥人最擅長的事
我們不多想, 積極向上
儘管現實令人難以負荷
爸爸
睡不著嗎?
你確定你不回家嗎?
不了, 我確定
(奇多) (酥脆的乳酪零食)
天啊, 你瘋了, 我才不做白工
對, 工廠有人要找代班
他們能找誰?
找魔鬼剋星
幽默喔
他們能找萬事通瘋子
瘋子, 你只需要知道 重點就是「先進先出」
把舊的丟掉, 新的補上
(菲多利)
這些都是舊的
對, 墨西哥社區賣白人愛的口味 怎麼賣得完
(多力多滋) (美式鄉村風味)
誰會吃美式鄉村啊?
不好意思
就是那位女士
我們必須專心處理股東, 他們掌控了資金
不, 地區經理才有能力扭轉情勢
什麼?股東不重要嗎?
他們需要答案, 這支影片應該讓他們安心
- 不是一切都和股東有關 - 好了, 別吵了, 兩位
我不需要股東、地區經理或稿子
我今天會說出心底話
好嗎?說給重要的人聽
麥克風開了
各位, 三、二、一, 開拍吧
好, 準備拍攝
好, 各位, 我們今天午休有個餘興節目
加薩, 幫個忙, 我們得找地方插電
好了
對, 就是這個
好, 好好享受
(請做好準備)
老兄, 這是什麼?
公司廢話, 他們老是要我播這種鬼東西
要看不看都隨便你
大家好, 我是羅傑伊里科 菲多利的董事長
我知道各位一定很好奇 為什麼我要對我們的員工講話
我的朋友, 你們是這間公司的核心
原來伊里科講起話來比較像主持人 而不是墨西哥黑幫老大
能讓機器繼續運轉, 推動產品革新
現在全世界、經濟和工廠都面臨極大挑戰
我知道你們都感受到了
但是, 危機就是轉機
這就是你的機會, 理查
對, 就是拿掃把的那個 你看到有人在看嗎?
我嗎?我只是工友
那又怎樣?讓全世界看看工友能有何成就
每個人都能成為決定成敗的關鍵
理查, 我希望你以執行長的角度去思考
以執行長的角度去思考
股價大漲
在不久的未來, 我們應該就能...
- 爸爸 - 我等不及了
嗨
你今天過得如何?
- 很好 - 是嗎?
嗨, 發生什麼事了?
我們回家吧
不, 我要先教訓那些小混蛋
- 站住 - 不, 爸, 我們回家吧
我們能先吃一些烤玉米嗎?
不要, 為什麼我們老是要吃 愚蠢的墨西哥料理?
等等, 你到底怎麼了?
別看我, 我愛烤玉米、豆子 米飯和墨西哥粽
因為我們是墨西哥人, 那些孩子才嘲笑他 所以他不開心
- 閉嘴啦 - 你才閉嘴
- 好了, 不要打 - 喂
住手
是真的嗎?
那些壞孩子找你麻煩嗎?
聽著, 有很多事會讓我們覺得丟臉
但是兒子, 身為墨西哥人沒什麼好丟臉的
你就覺得丟臉
我沒有
知道為什麼他們不想讓你當墨西哥人嗎?
因為他們知道這是超能力
他們知道如果你對自己的出身感到自豪 就無法阻擋你
就沒辦法讓你覺得矮人一截
因為你不是, 兒子
他們知道那個超能力...能打敗他們
就像...就像超人
我已經不是小孩了, 爸
再說, 沒人會欺負超人
來吧, 我們現在就去吃烤玉米
怎麼了?
很辣
那就不要吃, 小傻瓜
不要, 我喜歡, 辣得很好吃
(塔可)
我一直在找解方
或機會
(墨西哥辣醬)
但解方其實一直在我身邊
一直以來都在
- 媽 - 媽
- 小茱 - 媽
伊里科寄了影片給我
蠟燭熄滅了, 我把它處理好 伊里科就寄了影片
我的蠟燭寄了影片給你?
對
拉奇寶貝, 你怎麼了?
- 沒事, 他沒事, 對吧? - 什麼?
他已經不是小孩了, 再說我們談過了
我們在努力培養超能力
好了, 去拿碗
媽, 我們要做辣味洋芋片 保住大家的工作
- 我們只需要時間、妳的幫忙和食譜 - 好
- 來, 把這個放進碗裡 - 好
快點
你為什麼要這麼做, 阿理 我們要怎麼付房租?說啊
我們要怎麼買食物?怎麼做? 要怎麼活下去?
我們不會有事的
天啊, 我沒辦法繼續下去了
- 不...不, 聽我說, 聽著 - 天啊
深呼吸
三...
- 二 - 二
一, 深呼吸
寶貝...
瓦丘幫你找了一份工作
那是全職工作
為什麼你不能跟他談談? 拜託, 就算是為了我
然後...我就為你做這些
好, 好
好
- 喂, 你在吃產品嗎? - 抱歉
克勞倫斯, 你得相信我, 這很有潛力
我只需要用一些產品做樣本
我們要創新, 記得嗎?
我們能用於 所有多力多滋、菲多利和奇多產品
這樣就會有更多訂單, 就能排更多班
只因為工友這麼說, 菲多利就要量產嗎?
伊里科先生說...
羅傑伊里科嗎?他可是公司最高層的人
你不是高層, 我也不是 上面那些傢伙才是
等等, 有時候我們只需要 讓他們知道墨西哥捲餅的價值
這是什麼意思, 小子?
它看起來毫不起眼 但是大家吃一口就會知道
有人給了你機會吧? 你一定是透過某種方式接觸到機器
如果他們再給你一次機會 你就能掌管這個地方
- 我當然可以 - 因為你有信念
我也有信念
我知道這聽起來很扯, 但我們還能怎樣?
失去工作、沒東西吃嗎?
你說得有道理
你在幹嘛?偷吃奇多嗎?
我有個計畫, 兄弟
好, 我跟克勞倫斯討論過, 我們要這麼做
我們沒什麼好失去的, 試試無妨
我們只是輸送帶上烤焦的洋芋片 等著被淘汰掉
謝謝你, 兄弟, 好了
差點忘了你的奇多
好耶
有多力多滋、菲多利、奇多
聽著, 別抱太大的期望, 好嗎, 傻子?
你又跟那群白癡來往了嗎?
東尼, 走了
你照顧好你的家人, 我照顧好我自己的
對, 東尼非得回去販毒
因為他媽要抗癌
他沒有錢買處方藥
我們都得不計一切代價, 照料自己的家人
這是全職工作, 兒子
很好啊, 全職工作很好
就像馬可牧師說的, 一年後就會升遷
對吧, 牧師?
沒錯
孩子們, 過來
薪水會更高
一年後, 你就會成為維護部部長
我會從這間公司的工友
變成另一間公司的工友?
如果我認真工作, 而且很幸運
我也許就能成為工友部長?工友總裁?
工友之王?
不了, 我不需要
我要繼續待在菲多利 在那裡才有大好前途
身在自己熟悉的困境 總好過不熟悉的困境吧, 瓦丘?
別傻了, 兒子 他們不相信你, 也不在乎你
你就在乎我嗎?
你只會一味地說我笨
說我是廢物, 我什麼都做不好
你說上帝對我有信心時 你還指望我相信你嗎?
祂的確是
根據《瓦丘之書》的確是
不准這樣對我說話
在我的客人面前要尊重我...
尊重你?
聽我說, 牧師
我猜你不知道他從小打我打到大
但我不在乎, 因為我心智堅強、身體強壯
你知道真正糟糕的是什麼嗎, 爸爸?
我每天都會聽到你的聲音在羞辱我
不知道為什麼, 我永遠無法擺脫
我只是想幫忙
- 退後 - 等等, 寶貝
情況已經糟到你的妻子要背著你尋求協助
她已經對你失去了信心
- 等等, 夠了 - 什麼?
你沒資格代我發言, 瓦丘 你也不能代上帝發言
理查, 看著我 我從沒說過我對你失去信心
我知道理查的優缺點
低學歷?當然, 但他是我見過最聰明的人
他心中已經有上帝
你想拯救誰嗎?先拯救自己吧
等你成為他需要的父親, 再來找他
走吧, 寶貝, 以後你聽我的聲音就好
快, 孩子們, 我們要走了, 走吧
我不想走
快點, 走吧
走了, 上車
如果要讓那些美國人辣到爆汗 就得買好的食材
工欲善其事, 必先利其器 一定要用自家栽培的食材
(美麗的墨西哥)
辣椒粉、新鮮辣椒 墨西哥瓜希柳辣椒、皮奎辣椒
你叫得出名字, 我們就把架上一掃而空
寶貝, 拿紅辣椒
- 我拿不到, 媽 - 可以的, 加油, 快拿到了
小茱, 妳想要哪種辣椒?
所有都要
我們試過所有辣椒
小茱, 墨西哥辣椒還是塞拉諾辣椒?
寶貝, 我找到了黃辣椒
好, 你想要試吃哪一個? 奇多、菲多利、多力多滋, 還是爆米花?
我還有自己的焦點小組
- 多力多滋 - 好
好辣
像烤玉米那種辣嗎?辣得很好吃?
- 不, 很難吃 - 會嗎?
- 天啊...寶貝 - 好辣
我要喝水
該死, 那道莎莎醬連惡魔吃了都受不了
我們努力要回想起
我們祖母教導過關於辣椒的事時 在美國中西部
他們已經研發辣味好一陣子了
只是他們的原料來自試管和針管
好辣
辣...辣
我不知道他們到底在搞什麼
我只知道我們的原料都來自大地 我們的根源
麥芽糊精
味精
肌苷酸二鈉
我和茱蒂骨子裡就有那股辣味
你要轉碗
來, 吃吃看
好, 如何?
- 太濕了 - 太濕?
我想我們得拿去烘烤, 應該要是乾料
等等, 不...不, 吃吃看
帕錫亞辣椒乾
爸, 搖一搖, 粉沒有沾附上去
要用翻滾的, 就像在工廠裡一樣
如果有誰能研發出這份食譜 那一定是我們蒙坦涅茲一家
我們試過鎮上所有店家的所有辣椒
最後終於...
好辣
辣得很好吃或很難吃?
辣得很好吃
我們成功了
好耶
我們當然能成功
我只是照公司的指示做
發生什麼事了?
- 很多人要被裁員 - 我只是轉達訊息
東尼在哪?納丘在哪?
你們真的覺得我希望解雇大家嗎?
好, 好了, 就這樣 我現在只知道這些, 好嗎?
回去工作
- 蘭尼 - 誰把這座梯子搬回去
蘭尼, 等一下, 聽我說, 你得聽我說
我有個點子, 你得告訴伊里科
是新產品, 辣味洋芋片
這會改變一切 辣味多力多滋、菲多利、奇多
辣味什麼?
我剛剛又解雇了許多努力工作的人
- 對... - 很多都是你的朋友
你還想告訴我, 你想出什麼新口味嗎?
聽著, 如果你打給伊里科...
你就是想要我打給伊里科嗎?
- 對 - 然後告訴他
「我們打掃廁所的工友 有個絕妙的點子」?
你明知道我不只能清理廁所, 蘭尼
事情不是這樣運作的
新產品需要經過多年研發 耗費數百萬才能上市
而且不是由藍領混混創造出來
那個人甚至不會寫「混混」這個詞
喂, 不要再聊天了
我七歲時
白人女老師會來我們的學校教我們識字
不過有兩間教室, 一個是給白人小孩...
(蘭尼梅森) (廠房督導)
另一間給其他人, 墨西哥裔孩子
因為他們就喜歡把我們分開來
從白人教室出來的孩子
手上總是拿著餅乾
我真的很想得到那種餅乾
(公司電話目錄)
有一天, 我排進了他們的隊伍
那些白人孩子對我吐口水、推我...
(菲多利企業總部) (行政辦公室)
然後告訴我:「回去墨西哥」
(羅傑伊里科) (執行長)
但是我不在乎, 死守在隊伍中
我進到那間教室
我出來時, 手上拿著我的餅乾
(帕蒂) (羅傑伊里科特助)
羅傑伊里科總裁辦公室
嗨, 我能和羅傑伊里科說話嗎? 我是理查蒙坦涅茲
你從哪個國家打來的, 蒙坦涅茲先生?
美國
你不是美國企業的總裁
因為名字不一樣
我在加州工作
什麼都別說, 上面寫「已收件」
你是加州的副總
不是, 我...
- 你, 我們走吧 - 我在蘭喬庫卡蒙格工廠工作
好, 那你是廠長囉?
不算是, 我在工廠內部的裡面工作
我...
我是維護技工
有聽到嗎?
是工友嗎?你是工友嗎?
好, 不, 拜託千萬不要掛電話
我有個能夠革新菲多利的點子
這能拯救我們的工廠, 保住我們的工作
拯救努力為生計打拚的人
聽著, 如果他在乎他的員工 他生計艱難的員工
伊里科先生就必須聽我說
請稍等
你好, 理查, 我是羅傑
伊里科先生
謝謝你願意接我電話
你得聽聽我的點子
我在聽
好, 遵命
我是墨西哥人, 以自己的出身為榮 美國有許多跟我一樣的人
我們也跟大家一樣很愛買零食
我們會吃多力多滋, 但會先沾了辣醬再吃
口味越辣, 我們就願意花更多錢
於是我就想:「我何不自己研發辣粉?」
你自己研發了辣粉?
沒錯, 而且很好吃
你可以撒在任何東西上 多力多滋、菲多利、爆米花、奇多
最重要的是 那是墨西哥人認證過的正宗口味
我家人和鄰居都愛不釋手
我有個計畫, 伊里科先生 要推出產品, 讓我的同胞能吃到
我認為這能拯救我們的工廠 保住大家的工作
保住大家的工作嗎?
你真有自信, 理查
對, 你在影片中也說了 「以執行長的角度去思考」, 我照做了
你看了我的影片?
對, 老闆
你是工友?
維護部員工, 老闆
聽我說, 如果可以 我可以寄一些給你試吃
理查, 我相當樂意
非常樂意
謝謝你, 老闆
(辣味奇多)
- 下一位 - 過去, 走了
(康圖爾貨運)
要寄什麼種類?第一等級?優先到貨?
等一下
我們應該禱告
- 是嗎? - 對
上帝幫助我們走到這一步, 對吧? 我們應該讓上帝保佑一切順利
對, 好
親愛的上帝, 耶穌...
祢知道祢是誰
聽我說, 我們都知道我... 我一生中犯了許多錯
加入幫派、用槍、販毒、偷車 販賣另一種毒品
天啊, 有好多毒品
也許我從來就不是個壞人, 只是迷失方向
但我現在在做好事了, 所以...
是怎樣, 老兄?快點啦
喂, 他在禱告, 混蛋, 放尊重點
繼續說, 寶貝
上帝, 請原諒我過去的罪孽...
請全力保佑這個箱子去到該去的地方
阿們?
阿們
(特快包裹)
(羅傑伊里科) (總裁暨執行長)
東西來了, 老闆
(辣味奇多, 辣味多力多滋辣味爆米花)
這位意大利老闆即將大開眼界
天啊
好辣, 這...
超級辣
帕蒂
給我水
我是維護部的理查
理查, 我是羅傑
羅傑伊里科
- 你還在嗎? - 還在, 老闆
聽著, 理查, 我一直想著你的構想
我要去參觀蘭喬庫卡蒙格工廠
我們不如在那裡碰面吧 你再多說一點你的構想
大概兩週後
- 這樣可以嗎? - 可以, 我很樂意
很好, 我們保持聯絡
理查蒙坦涅茲是哪位啊?
是誰讓他打給羅傑伊里科?
打給他
好, 我不知道那是誰
你不知道他是誰是怎樣?
他在你的工廠工作, 把他找出來
蒙坦涅茲?
蒙坦涅茲
不准動
- 結果我惹禍上身了 - 開什麼玩笑?
我打破階級, 直接聯絡最高層
任誰知道這小子直接跟老闆講話 都不會開心
- 蘭尼, 事情不是這樣 - 你得加緊趕工
你要修好這裡所有機器
還要把這裡清理得一塵不染
確保沒有任何違規事項
祝你好運
伊里科先生是要來聽我的產品介紹
對, 等他聽完後, 發現一切都是胡扯
他就會想:「我其實不需要你」
然後他會想我們不能再浪費錢了
然後把工廠關了
你最好誠心祈禱, 蒙坦涅茲
因為等事情落幕, 無論結果如何 你都會丟掉飯碗
不
大家都會丟了飯碗, 多虧有理查
謝謝, 理查
寶貝
你怎麼還不睡?
我得想辦法阻止伊里科來
阻止他?
不行, 不, 這...
你在幹嘛?
不行, 來, 站起來, 起來, 快點
看看你自己
你看, 看到鏡子裡的那個人了嗎?
誰?那個帥哥嗎?看到了
看到了嗎?看到他有多好嗎?
- 拜託 - 看到他多特別了嗎?
寶貝, 因為這就是我看到的
我看到最厲害的人
蒙坦涅茲家的人
他們只是害怕
害怕你能為他們做的事
害怕他們要向他人求助
而從瓜斯提來的墨西哥窮小子 竟然是他們的救星
他們不知道該如何是好
寶貝, 你知道我這些年來都祈禱什麼嗎?
我希望你能看到自己的天賦和才能
善用你的天賦
發光發熱
伊里科要來聽你講話
不要讓那些不要臉的人阻撓你
我...
我甚至不知道怎麼做銷售簡報
你猜怎麼樣?
我們去弄清楚
來吧, 上床睡覺
想在這瘋狂的世界存活下來嗎?
找個像茱蒂這樣相信你的人
老天, 她接下來幾週教了我許多商業知識
- 好了, 夠多了 - 這好聰明
- 不要 - 快看, 《西裔市場》
- 這樣就夠了 - 這本書真棒
這本真好, 我都不知道有這種理論
你還不知道怎麼用電腦吧?
- 網路上有許多資訊... - 對
我應該學著用電腦
「為他們遇到的挑戰提出解決方案」
連結展望和獲利
什麼是「展望」?
我找到了
不, 寶貝, 要像動畫那樣
像《兔巴哥》嗎?
不是, 要生動一點, 懂嗎?
「西裔族群是美國人口中 成長最快速的族群」
我之前常說啊, 我們就愛生小孩
好了, 拜託, 冷靜一點
我得說類似「我們被忽視了」的話
那就說啊, 但中氣要足, 抬頭挺胸
要掌控全局
說:「我們不該忽視西裔市場」
我們不該忽視西裔市場
很好, 但要用自己的聲音
- 寶貝, 我找到只要三元的凡賽斯 - 真的嗎?
沒有, 是盜版的
- 你好帥 - 是嗎?
- 我覺得很怪 - 不會, 很好看
感覺很專業
你穿這樣真的很好看
應該是這樣打
妳是我遇過最棒的人
我嗎?
我只是個信奉上帝的窮墨西哥人
不, 我相信上帝也相信妳
真蠢
小茱, 我...
我能有今天, 都是因為有妳
妳知道吧?
什麼?
沒有妳, 我不可能成功
謝謝妳相信我, 親愛的
但我不知道該怎麼打領帶
但我知道誰會
- 不要, 休想... - 寶貝, 我知道
我知道你會抗拒
但他一直打電話來 我想他會繼續聯絡我們
他真的愛你
你看起來很體面
我要去找一些假古馳商品
如果像瓦丘一樣常出庭 就會學會怎麼打領帶
- 我知道我沒資格告訴你 - 拜託
聽我說
我很以你為榮, 兒子
我一直很後悔沒好好當個父親 協助你達成今日的成就
一直都是
現在
好好表現
你看起來很帥, 兒子
(1991年西裔人口)
現今美國的西裔人口比...
現今美國的西裔人口比以往...
出來, 時間到了
好
我規劃了檢查表格 我們稱之為「品質控管」或「品管」
也可以叫「品控」, 倒過來也行
我們每廿分鐘就會檢查一次品質
因此我們多年來都從未停止生產
不像貝克斯菲爾德工廠
- 我了解 - 如果你不介意
我想帶你去看玉米粉炸條的製作過程
梅森先生 我剛好知道玉米粉炸條是怎麼製作的
我的時間有限, 我...
理查在哪?我想跟他談
當然, 理查
我在這裡
上吧, 你可以的
惡名昭彰的理查蒙坦涅茲
很榮幸見到你, 理查
準備好了嗎?
- 早就準備好了 - 好
好啦, 茱蒂說我把這段想得太誇張了
我想實際情況比較像這樣
我在這裡, 這裡
- 不好意思 - 小心點
- 你踩到我的腳了 - 抱歉, 不好意思
我要過去, 非常感謝
很高興認識你
準備好了嗎, 理查?
- 準備好了 - 那就開始吧
你準備好就能開始了, 理查
「美國拉丁裔人口不斷增長
這對菲多利而言是尚未開發的廣大市場
你們知道美國的拉丁裔人口 比澳洲的還要多嗎?」
這是當然
不...
不, 這不是...我的意思是...
你們知道美國的拉丁裔人口
比澳洲的澳洲人口還要多嗎?
好, 我明白了
我敢說這間會議室裡的墨西哥人 也比澳洲多
克勞倫斯, 可以請你開燈嗎?
聽我說, 各位, 我無意冒犯...
但我們陳列的產品很無趣
我的同胞已經厭倦了同樣的口味
我生長的環境充滿了風味
長大以後, 無論要買什麼 我都想找到那種滋味
我想要能一解思鄉之情的食物
就是這個
我成長過程的所有滋味 都濃縮在一包零食中
辣味洋芋片
推出這款產品後, 你們就會發現
還有一整個沒人注意到的市場
就是我們的同胞
那市占率呢? 你的「產品」收益率有多少?
根據你所說的
市占率是什麼鬼?
書裡沒有寫
或者也許有, 有太多書了
這麼多市占率
其實呢
我不知道什麼是市占率
因為我不會穿著西裝坐在公司辦公室裡
我和我的同胞生活在一起
而我知道他們是怎麼想的
他們想在貨架上找到代表自己的食物
他們希望能感受到 你們重視他們在家吃的食物
知道我們很重要
我希望我挑選我們的產品時 能感受到我很重要
對你們、公司和全世界來說都很重要
把這種辣粉加進多力多滋 菲多利、爆米花或任何食物中吧
因為重點在於我們帶給他們什麼感受
如果我們知道有專門為我們推出的產品
我們就會說:「錢都拿去吧, 王八蛋」
我最後有點失控了, 但是...
各位
你們以前知道 我們能拿下這麼多市占率嗎?
知道嗎?
謝謝你, 理查
你這番話值得我們認真思考
老闆...我有更多圖例和資料能給你看
老闆, 研發部已經在中西部 研發出辣味產品
測試結果還不錯
還不錯嗎? 我的目標不只是「還不錯」, 詹姆斯
請味好美把辣味調味料寄到這裡
我很看好這個人
他也許不懂市場趨勢
但他了解大眾的心 這也是我一直以來的投資重點
我們就看看他能有何成果
老闆, 如此方向大改所需要的資源...
詹姆斯, 看來你有得忙了
我們要繼續參觀嗎?
他回來了, 快去
- 爸 - 嗨
- 結果如何? - 很好
- 你有提起我嗎? - 當然有
伊里科想用五千箱測試市場
(味好美) (產業用產品部門)
接下來幾個月一閃而逝
我做到了, 我得到了機會
比不上茱蒂的味道, 但還行
剛包裝好的第一包
(奇多) (香辣風味)
做得好
我是積極主動的人, 這是我最自豪的作品
這是茱蒂教我的詞
(波樂) (洋芋片)
(多力多滋) (乳酪玉米脆片風味)
(菲多利總部) (詹姆斯)
如我預期, 產品賣不動, 我們要取消
產品上市還不夠久
蒙坦涅茲先生, 產品賣不出去
就這麼簡單
芬利先生, 不知道現在賣了多少箱?
我手頭上沒這些資訊
但再這樣下去 我們就不能繼續投資理查的策略
什麼策略?
你甚至沒讓我做任何事
你有鎖定所有拉丁人口聚集的城市嗎?
我們無所不在, 帕科伊瑪、蒙提貝羅
當然有, 蒙坦涅茲先生
你市場中的消費者都不買
芬利先生, 能再給我們一週嗎?
我們只要求這樣了
怎麼了?發生什麼事?
產品賣不出去
他們會取消計畫, 關閉工廠
我以為我是誰啊?
我只是無名小卒
自以為能成就非凡真的很蠢
等一下
你發現產品賣不出去
就自認是白癡, 什麼都做不到嗎?
想想下一步該怎麼做
哪來的下一步?
我們這種人沒有下一步
如果有下一步, 你早就得到蘭尼的工作了
好, 好喔
你沒說錯
但我有讓這件事 阻止我成為這裡最傑出的員工嗎?
這裡有人阻止你
鼓起勇氣打給羅傑伊里科嗎?
是沒有, 但我也丟臉丟到家了
你以前也沒在怕丟臉
問問題啊, 你問到我都累了
聽著, 我十年前認識的那個人絕不會放棄
他會無所不用其極達成目標
我不希望廿年後聯絡上你
才發現你還是在最底層
振作點
寶貝, 你不能直接打給伊里科嗎?
一開始就是因為打給伊里科 我才會惹上麻煩
克勞倫斯說得對
我得想辦法解決
- 爸爸 - 怎麼了, 寶貝?
他會怕
不用怕
只是停電了
再說, 你爸會處理好一切
我覺得我知道為什麼產品賣不出去
- 什麼意思? - 奇多
他們沒有推銷產品
沒有廣告, 但現在什麼東西都有廣告
巧克力麥片、SEGA, 但辣味奇多卻沒有
我也沒看到
等等
我們買廣告吧
我知道錢不多, 但至少有起頭
這個小鬼把他的午餐錢給了我
回收物品換的錢等等所有積蓄
我不打算收下
好
但我要採用他的點子
嗨, 我要幫你把工作拿回來, 老大
但我需要你的幫忙
我有點忙, 兄弟
這邊請, 羅麥洛太太
我有個點子, 但我需要你們拿出看家本領
是嗎?什麼點子?
一點游擊行銷
這些傻瓜沒有商管學位
但他們什麼東西都賣得出去
他們一天能完成一百筆交易 根本是銷售王者
大家過來
各位過來, 靠近一點, 圍過來
快過來
- 聽我說 - 海克特、亞歷山卓
吉諾
快過來
- 我喜歡你的髪網, 好酷 - 快點
我有話要說, 大家都得聽
蒙坦涅茲
這不安全且不衛生, 馬上下來
退後, 今天通融一下, 好嗎, 蘭尼?
今天通融一下
好, 我正要退後了
公司要放棄這個產品了
- 什麼? - 天啊
不, 我懂, 我知道
但不是因為大家不喜歡產品
如果大家知道有這個產品, 我們就能成功
對, 我們可以眼睜睜看著產品停售
眼睜睜看著工廠倒閉...
或是越挫越勇, 讓他們見識我們的厲害
我沒有高學歷
我們都沒有
我們不需要
因為像我們這樣的人
像你我這樣的人
我們是讓一切正常運作的人
如果沒有我們, 工廠就無法運作
讓他們知道我們不會就此認輸
閉嘴, 蒙坦涅茲, 你想害我們被開除嗎?
喂, 讓他說
繼續, 兄弟
我不是想害你們被開除
我想請各位努力保住自己的工作
因為如果我們不努力, 一切就玩完了
這個產品的推手不只有蒙坦涅茲
還有羅麥洛
- 摩拉瑞茲 - 就是我
貝克
- 聽著 - 還有卡森
伊里科相信是我們讓這間公司與眾不同
我們可以像個懶豬坐視不管...
或是挺身而出, 成就非凡
你到底要大家怎麼做, 蒙坦涅茲?
我需要大家把賣不出去的產品搬上貨車
只要有時間
上班前後, 任何時間都行
我們要把產品送出去, 送給我們的同胞
你們都聽到了
動起來, 快排隊 我們把產品搬到貨車上, 快點
- 搬貨吧 - 快點
海克特, 去開貨車, 快點
拿去
每個人拿一箱
大家快過來, 我們要把貨物搬上車
往那邊去
來吧, 快點
把箱子放著, 再拿另一箱
- 要放穩 - 來
這裡有一箱
- 回來拿另一箱 - 這邊有更多箱
我可以坐嗎?
天啊
謝謝
你們好嗎?
- 嗨, 姊妹 - 我能拿一包嗎?
再給你一包, 告訴你的所有親戚
奇多, 去拿奇多
- 嗨, 這是我兒子做的 - 你一定很引以為榮吧?
對, 告訴你的朋友
- 你一定會喜歡 - 拿一包香辣風味的奇多
嗨, 我有香辣風味的奇多
大姊
超商都有賣
- 盡情享用 - 兄弟, 吃吃看
這是辣味的, 味道不一樣
辣味奇多
各位, 快來, 來, 有辣味奇多
- 各位, 等等, 辣味奇多 - 辣味奇多, 過來
- 來, 給你, 接著 - 嗨, 謝謝你, 小鬼頭
謝謝
- 你們好, 試吃看看 - 不好意思
真的很好吃, 吃吃看
嗨, 我們剛推出新產品 是撒了辣粉的奇多, 你們得試試看
- 真的嗎? - 對, 超好吃
- 你們孩子一定會喜歡 - 謝謝
來, 跟妳的好姊妹宣傳
等等, 停下來, 站住
有個東西要給你們試吃 下次就要花錢買, 好嗎?
我不是說了嗎?
我說過了, 一人一包
一人一包, 不能浪費
- 讓他們吃得開心點嘛, 幹嘛這樣? - 叫他們回來
這裡
小心點
他們吃上癮了
這是我最近最愛的零食
超好吃
那是什麼?
辣味奇多
最受歡迎的辣味
我能買一包嗎?
也許看起來像是一群墨西哥人在街頭叫賣
幫忙刺激買氣, 但事實上
我們還一知半解時就在動員西裔市場了
好耶
伊里科想得到答覆
「你要怎麼解釋, 白癡?
辣味奇多受歡迎的程度 怎麼會遠勝過你妻子?」
芬利緊張不安, 於是就說
「老兄, 我不知道你在說什麼
我完全沒聽過這麼扯的事」
但艾凱利不相信, 他開始耍狠, 然後說
「是嗎?你這小孬孬
帕蒂, 這個白癡 在這個產品上投資多少錢?」
就連帕蒂也很生氣
完全沒有, 他幾乎沒花一毛錢
之後伊里科烙下狠話
「你這輩子別想再吃奇多
聽到沒, 兄弟?」
沒啦, 我只是開玩笑, 情況不是這樣
你覺得這些傻瓜有這麼兇嗎?拜託
這是香辣風味奇多最新的銷售報告
天啊, 芬利, 你投資了多少錢?
- 怎麼這麼問? - 因為南加州的銷量很高
這...這寫錯了吧
老闆, 為什麼我們還要浪費時間
在這工友荒謬的點子上?
你還是認為我把錢投資在工友身上嗎?
芬利, 拜託
我是投資遠見
西裔市場是未來趨勢 這個人會帶領我們過去
趕快跟上腳步, 兄弟
我買了甜甜圈
當然啦, 瘦子
維護部, 有什麼事?
理查嗎?我是羅傑伊里科
老闆好
我們要生產更多箱
好...對...好
好, 要多少箱?五千箱嗎?
不, 理查, 五百萬
我們需要五百萬箱
你不是在開玩笑吧?
不是, 理查
是, 老闆, 馬上辦
謝謝你
好耶
全線生產
(奇多, 香辣風味)
(辣到不要不要)
(六個月後)
工廠終於恢復正常
我們都能開始排班了
嗨
- 他們打來了嗎? - 打來了
結果呢?
我現在是貝克斯菲爾德工廠的 新任工廠經理
太好了
好耶, 他們應該讓你當總裁
我認同
他們有提到我嗎?
但之後會的
他們會的
等著看
蒙坦涅茲, 我要你去六樓的C辦公室
那裡要盡快打掃乾淨
我不要
在我得到機械師面試機會前 我什麼都不幹
聽著, 你現在在上班
拜託做好工作, 我盡力而為, 拜託
你好, 理查
伊里科先生, 你怎麼...你怎麼在這裡?
我來鎮上參加大會 我在那裡告訴大家你的故事
他們很愛, 當然也是因為我演說技巧很好
因為我對這種故事瞭若指掌, 理查
我在明尼蘇達州奇蘇姆小鎮的礦坑長大
我只是個懵懂無知的意大利裔小孩
那裡容不下我遠大的夢想
重點是, 理查
有遠見的人不會被限制住
明智的人也不會限制他們
事實上, 像我們這種更明智的人 會投資遠見
因此我認為投資你的遠見...
是很好的決定
- 我不...我不明白 - 你覺得如何?
想要加入我們嗎?
告訴我們, 針對你的社群行銷 你有什麼遠大的計畫?
(理查蒙坦涅茲) (多文化行銷總監)
我把他們罵到臭頭 才幫你印上正確的字母
天啊, 我...
真的嗎?
阿理
好耶, 阿理
加油, 東區的驕傲, 上啊
騙到你了吧
這部分...這部分終於成真了
(理查蒙坦涅茲) (多文化行銷總監)
轉接客服, 分機217
您好, 感謝致電塔吉特倉庫
我是茱蒂, 有什麼事能為您效勞?
嗨, 小茱, 是我
寶貝, 怎麼了?
我們得買更多領帶
我的天啊
我真以你為榮
是這樣, 在這世上, 工友不該妄自菲薄
服務生不該妄自菲薄
雜工不該妄自菲薄
非常感謝你
泊車小弟也不該妄自菲薄
園丁、技工、女傭都不該妄自菲薄
因為我們都要譜寫自己的故事 打造自己的命運
- 謝謝你, 兄弟 - 謝謝
我會讓別人搶走我的命運嗎?
不, 絕對不會
(香辣可口)
(理查成為百事公司 菲多利的高階主管)
(以拉丁行銷教父的名號聞名)
(理查的絕妙點子推動了 以辣味產品為主的產業)
(激浪, 香辣風味) (多力多滋, 香辣美式鄉村風味)
(香辣風味奇多品牌創下十億元營收)
(擔任創新高階主管卌二年後他在2019年退休)
(理查和茱蒂育有三個兒子)
(兩人在一起超過卌八年)
(茱蒂從沒離開過他)
(本片根據以下小說和故事改編)
(《 男孩、墨西哥捲餅和餅乾從工友晉升高階主管》)
(理查蒙坦涅茲著)
(以及理查蒙坦涅茲和茱蒂蒙坦涅茲的人生故事)