Nachos are actively promoted in tradeshows and fairs across the United States to get the nacho craze started. The biggest challenge is to convince people that nachos are not just a southwestern item, but an item that will increase stadium concession profits across the country.

It is proven that nachos will not cannibalize sales from other products. In fact, it has the opposite effect – it increases sales. Drink sales skyrocket due mainly to the spiced right formula of the jalapeno peppers and cheese sauce, and popcorn and other concession items maintain their profitable positions. It is quickly determined that nachos create “new found money”, not previously spent by the concession customer.

Movie theatres, however, have yet to taste the spice. It doesn’t happen until John Rowley, president of United Artist Theatres, discovers the magic of the spicy snack. Having tasted nachos in one of the drive-in theatres conventions where the snack was being promoted, he instantly places an order for 75 set ups for his theatres.

Still a little skeptical about the snack’s match with “cinematic” ambience, and not prepared to “spoil a relationship with Rowley just over a few cans of cheese,” Frank Liberto cancels the order. On Rowley’s insistence, they decide to try it for 60 days at three of the United Artist Theatres cinemas. After a few months, Rowley’s son-in-law, John Treadwell, calls up Frank telling him, “You know how much money you are costing me by not putting nachos here? Now I want 100 set ups!”

Nachos quickly spread across the US cinema exhibition community. Revenues start multiplying and profitability in cinemas are zooming up. A case of history is being made. For the next 18 months, Liberto is selling 100,000 orders per day.

A 35mm Film trailer is used in movie theatres during intermission to start nachos in that venue. The three stars of the film are Rico, Pepe, and Nacho with personalities you won’t forget, from “Rico” the enthusiastic cheerleader to “Pepe” the bashful pepper ring who would rather be anywhere other than in the film, to “Nacho” who has a lovable, affable personality. It is only a few seconds long but is remembered by all who see it. The animation of the three stars is done by Walt Disney Cartoon Animators for $25,000.

After developing Nachos, Frank Liberto designs a new model to get “identity” for the snack. In place of red and whites stripes, he brings in yellow and red to make it look more appealing.