Arch West
Encyclopedia
Archibald Clark "Arch" West (September 8, 1914 - September 20, 2011) was an American
marketing executive credited with the development of Doritos
, a brand of seasoned tortilla chips. The successful snack food
was marketed as an alternative to the more traditional potato chips. Doritos are now Frito-Lay
's second best-selling item, bested only by Lay's Potato Chips
. An estimated five billion dollars in Doritos are sold every year worldwide.
, Indiana
. His parents, James and Jessie West, were immigrants from Scotland
. West and his brother were raised at a Masonic home because his mother was too impoverished to care for them.
He received a bachelor's degree
in business from Franklin College in Indiana in 1936. West then served in the United States Navy
in the Pacific theater during World War II
as a gunnery officer.
, where he worked as a traveling sales representative.
West then switched careers to advertising
, based in New York City
. His early portfolio
included the Jell-O
ad campaign.
Arch West joined the staff of the Frito Company, now called Frito-Lay, in 1960. (Pepsi acquired Frito-Lay in 1965.) West is widely credited for the invention and development of one of the company's signature products, Doritos. According to West's daughter, Jana Hacker, West first envisioned the idea of Doritos in the early 1960s while working as Frito's Vice President of Marketing. West was vacationing with his family in San Diego, California
, in 1961, when he noticed customers at a small, roadside restaurant eating corn chip
s that had been deep fried. West reportedly enjoyed the taste of this type of snack food.
Almost simultaneously, Frito merged with the H.W. Lay Company in 1961. West pitched the idea for Doritos soon after. His colleagues at Frito-Lay were initially not enthusiastic about his idea for a snack food made from tortilla chips. However, West conducted market research and development
which revealed a potential market for his proposed snack. The company produced the first Doritos chips in 1964. West developed the snack as a square-shaped, crispy tortilla chip flavored with chilli and cheese. The first flavors of Doritos were corn
and taco
and an early television commercial called Doritos "a swinging, Latin sort of snack." While Author Andrew F. Smith noted West's contributions to Doritos in his 2006 book, Encyclopedia of Junk Food and Fast Food.
West also had a hand in the marketing
of Pace
salsa
s and picante sauces. He was a longtime friend of Dave Pace, the founder of Pace Foods
. West suggested that Pace's products be displayed on the same grocery aisle as the chips, rather than with ketchup. The move quickly increased sales of Pace products.
West retired from his position as Vice President of Marketing at Firto-Lay in 1971.
, circa 1990, but recovered from his injuries. His car was hit by a tanker truck in the accident.
Arch West died from peritonitis
and complications from vascular surgery at Presbyterian Hospital of Dallas
on September 20, 2011, at the age of 97. He was a longtime resident of Dallas. He was survived by four children, Jana, Jack, Richard and Greg; twelve grandchildren and six great-grandchildren. His wife, Charlotte F. Thomson, whom he had been married to for 69 years, died in 2010.
In mid-2011, West tasted the newest flavor of Doritos, Late Night All Nighter Cheeseburger. According to family members, West took a bite of the cheeseburger
-flavored chip and spat it out.
West's family sprinkled Doritos chips into his grave and over his urn at his burial on October 1, 2011.
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
marketing executive credited with the development of Doritos
Doritos
Doritos is a brand of seasoned tortilla chips created by Arch West and produced since 1964 by the American food company Frito-Lay ....
, a brand of seasoned tortilla chips. The successful snack food
Snack food
A snack is a portion of food oftentimes smaller than that of a regular meal, that is generally eaten between meals. Snacks come in a variety of forms including packaged and processed foods and items made from fresh ingredients at home....
was marketed as an alternative to the more traditional potato chips. Doritos are now Frito-Lay
Frito-Lay
Frito-Lay North America is the division of PepsiCo that manufactures, markets and sells corn chips, potato chips and other snack foods. The primary snack food brands produced under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavored snacks, Doritos and Tostitos tortilla chips,...
's second best-selling item, bested only by Lay's Potato Chips
Lay's
Lay's is the brand name for a number of potato chip varieties as well as the name of the company that founded the chip brand in 1932. Lay's chips has been marketed as a division of Frito-Lay, a company owned by PepsiCo since 1965...
. An estimated five billion dollars in Doritos are sold every year worldwide.
Early life
West was born on September 8, 1914, in IndianapolisIndianapolis
Indianapolis is the capital of the U.S. state of Indiana, and the county seat of Marion County, Indiana. As of the 2010 United States Census, the city's population is 839,489. It is by far Indiana's largest city and, as of the 2010 U.S...
, Indiana
Indiana
Indiana is a US state, admitted to the United States as the 19th on December 11, 1816. It is located in the Midwestern United States and Great Lakes Region. With 6,483,802 residents, the state is ranked 15th in population and 16th in population density. Indiana is ranked 38th in land area and is...
. His parents, James and Jessie West, were immigrants from Scotland
Scotland
Scotland is a country that is part of the United Kingdom. Occupying the northern third of the island of Great Britain, it shares a border with England to the south and is bounded by the North Sea to the east, the Atlantic Ocean to the north and west, and the North Channel and Irish Sea to the...
. West and his brother were raised at a Masonic home because his mother was too impoverished to care for them.
He received a bachelor's degree
Bachelor's degree
A bachelor's degree is usually an academic degree awarded for an undergraduate course or major that generally lasts for three or four years, but can range anywhere from two to six years depending on the region of the world...
in business from Franklin College in Indiana in 1936. West then served in the United States Navy
United States Navy
The United States Navy is the naval warfare service branch of the United States Armed Forces and one of the seven uniformed services of the United States. The U.S. Navy is the largest in the world; its battle fleet tonnage is greater than that of the next 13 largest navies combined. The U.S...
in the Pacific theater during World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
as a gunnery officer.
Career
He began his career at Standard BrandsStandard Brands
Standard Brands was formed in 1929 by J.P. Morgan with the merger of:*Fleischmann Company*Royal Baking Powder Company*E. W. Gillett*Widlar Food Products Company*Chase & Sanborn Coffee Company...
, where he worked as a traveling sales representative.
West then switched careers to advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
, based in New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
. His early portfolio
Portfolio
Portfolio literally means "a case for carrying loose papers," ....
included the Jell-O
Jell-O
Jell-O is a brand name belonging to U.S.-based Kraft Foods for a number of gelatin desserts, including fruit gels, puddings and no-bake cream pies. The brand's popularity has led to it being used as a generic term for gelatin dessert across the U.S. and Canada....
ad campaign.
Arch West joined the staff of the Frito Company, now called Frito-Lay, in 1960. (Pepsi acquired Frito-Lay in 1965.) West is widely credited for the invention and development of one of the company's signature products, Doritos. According to West's daughter, Jana Hacker, West first envisioned the idea of Doritos in the early 1960s while working as Frito's Vice President of Marketing. West was vacationing with his family in San Diego, California
San Diego, California
San Diego is the eighth-largest city in the United States and second-largest city in California. The city is located on the coast of the Pacific Ocean in Southern California, immediately adjacent to the Mexican border. The birthplace of California, San Diego is known for its mild year-round...
, in 1961, when he noticed customers at a small, roadside restaurant eating corn chip
Corn chip
A corn chip is a snack food made from cornmeal fried in oil or baked, usually in the shape of a small noodle or scoop. Corn chips are thick, rigid and very crunchy...
s that had been deep fried. West reportedly enjoyed the taste of this type of snack food.
Almost simultaneously, Frito merged with the H.W. Lay Company in 1961. West pitched the idea for Doritos soon after. His colleagues at Frito-Lay were initially not enthusiastic about his idea for a snack food made from tortilla chips. However, West conducted market research and development
Research and development
The phrase research and development , according to the Organization for Economic Co-operation and Development, refers to "creative work undertaken on a systematic basis in order to increase the stock of knowledge, including knowledge of man, culture and society, and the use of this stock of...
which revealed a potential market for his proposed snack. The company produced the first Doritos chips in 1964. West developed the snack as a square-shaped, crispy tortilla chip flavored with chilli and cheese. The first flavors of Doritos were corn
Corn
Corn is the name used in the United States, Canada, and Australia for the grain maize.In much of the English-speaking world, the term "corn" is a generic term for cereal crops, such as* Barley* Oats* Wheat* Rye- Places :...
and taco
Taco
A taco is a traditional Mexican dish composed of a corn or wheat tortilla folded or rolled around a filling. A taco can be made with a variety of fillings, including beef, chicken, seafood, vegetables and cheese, allowing for great versatility and variety...
and an early television commercial called Doritos "a swinging, Latin sort of snack." While Author Andrew F. Smith noted West's contributions to Doritos in his 2006 book, Encyclopedia of Junk Food and Fast Food.
West also had a hand in the marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
of Pace
Pace Foods
Pace Foods is a producer of a variety of salsas located in Paris, Texas. The company was founded in 1947 by David Pace when he developed a recipe for a salsa he called "Picante" sauce "made with the freshest ingredients, harvested and hand-selected in peak season to achieve the best flavor and...
salsa
Salsa (sauce)
Salsa may refer to any type of sauce. In American English, it usually refers to the spicy, often tomato based, hot sauces typical of Mexican and Central American cuisine, particularly those used as dips. In British English, the word typically refers to salsa cruda, which is common in Mexican ,...
s and picante sauces. He was a longtime friend of Dave Pace, the founder of Pace Foods
Pace Foods
Pace Foods is a producer of a variety of salsas located in Paris, Texas. The company was founded in 1947 by David Pace when he developed a recipe for a salsa he called "Picante" sauce "made with the freshest ingredients, harvested and hand-selected in peak season to achieve the best flavor and...
. West suggested that Pace's products be displayed on the same grocery aisle as the chips, rather than with ketchup. The move quickly increased sales of Pace products.
West retired from his position as Vice President of Marketing at Firto-Lay in 1971.
Later life
West was injured in a car accident while volunteering for disaster relief in Amarillo, TexasAmarillo, Texas
Amarillo is the 14th-largest city, by population, in the state of Texas, the largest in the Texas Panhandle, and the seat of Potter County. A portion of the city extends into Randall County. The population was 190,695 at the 2010 census...
, circa 1990, but recovered from his injuries. His car was hit by a tanker truck in the accident.
Arch West died from peritonitis
Peritonitis
Peritonitis is an inflammation of the peritoneum, the serous membrane that lines part of the abdominal cavity and viscera. Peritonitis may be localised or generalised, and may result from infection or from a non-infectious process.-Abdominal pain and tenderness:The main manifestations of...
and complications from vascular surgery at Presbyterian Hospital of Dallas
Presbyterian Hospital of Dallas
Presbyterian Hospital of Dallas is a tertiary care facility located in the Vickery Meadow area of Dallas, Texas, United States. The hospital, which opened in 1966, has 866 beds and around 1,200 physicians...
on September 20, 2011, at the age of 97. He was a longtime resident of Dallas. He was survived by four children, Jana, Jack, Richard and Greg; twelve grandchildren and six great-grandchildren. His wife, Charlotte F. Thomson, whom he had been married to for 69 years, died in 2010.
In mid-2011, West tasted the newest flavor of Doritos, Late Night All Nighter Cheeseburger. According to family members, West took a bite of the cheeseburger
Cheeseburger
A cheeseburger is a hamburger with cheese that has been added to it. Traditionally, the cheese is placed on top of the patty, but the burger can include many variations in structure, ingredients, and composition...
-flavored chip and spat it out.
West's family sprinkled Doritos chips into his grave and over his urn at his burial on October 1, 2011.