When you think of Cheetos, you probably think of all the times you ate a bag of them while watching TV as a teenager. Or of licking cheese powder off of your fingers. Or of Chester Cheetah and his warning that the food he sponsors contains dangerous levels of cheese.
What you probably don't think about is the word "fancy." Let's put it this way: If you're taking your significant other out for an anniversary dinner at a nice place, you wouldn't expect Cheetos to be on the menu.
It looks like the brand is trying to change that, or at least pull off a hell of a marketing stunt, with the NYC fine dining restaurant it plans on opening up. Yes. Really.