Pepsi generating $100M in sales for Black-owned restaurants

In hopes of raising at least $100 million in sales for Black-owned restaurants over the next five years, PepsiCo has launched Dig In, a multi-year platform rallying call for consumers to double down on supporting Black-owned restaurants.

The platform also serves as an invitation for Black-owned restaurateurs to tap into a variety of resources available from PepsiCo including business services, training and mentorship, according to a company press release. All are ways to support Black-owned eateries that are facing systemic barriers, which have been worsened by the pandemic, said PepsiCo Global Foodservice CMO Scott Finlow.

"Our mission to connect Black-owned restaurants with the access, business acceleration, and visibility needed to thrive requires a clear call to action: Dig In," he said in the release. "Dig In to the vibrant, delicious menus of Black-owned restaurants. Help build this moment into a sustainable movement that enables businesses to continue serving as cornerstones of our communities."

Pepsi introduced Dig In with a national ad spot Dec. 26 on the NFL Network Media during the playoffs, one of the most-watched sports moments of the year. The commercial, "Savor the Sound," put the spotlight on four hometown heroes through the sights and sounds of the dishes they create. Starring in the ad were:

• 7th + Grove in Tampa, which delivers an elevated Southern menu, creatively crafted cocktails and extraordinary service.
• Off the Bone Barbeque in Dallas, a local favorite serving gourmet, authentic barbecue.
• The Breakfast Klub in Houston, which serves good food in a soulful atmosphere.
• Kitchen Cray in Washington D.C., featuring comfort food with a Cajun twist.

"Our restaurant has stood strong with open doors for 19 years as a Houston mainstay, feeding locals and visitors alike," said Marcus Davis, founder and owner of The Breakfast Klub and member of the PepsiCo Black Restaurant Advisory Council. "With the national exposure that Pepsi is providing to businesses like mine, I hope to see a boost in active interest and support of the many Black-owned restaurants shaping the culture and food scene in neighborhoods across America."

In early 2021, Pepsi will expand its consumer engagement efforts with more ways for people to learn about and support Black-owned restaurants nationwide.

Closing the digital divide
Pepsi also rolled out the Black Restaurants Deliver program, an eight-week, no-cost consultancy that optimizes and builds online ordering and delivery capabilities for select restaurants. Having recently completed a pilot in Washington, D.C., the program will serve 400 restaurants in more than 40 local communities over five years, jump-starting restaurants' adaptation to the changing dining landscape, according to the release.

Building on commitments to racial equality
In 2020, PepsiCo committed $400 million to advance racial equality within the company, industry and the communities it serves of which $50 million is dedicated to supporting Black-owned businesses. Also, Pepsi signed on as the first-ever national sponsor of Black Restaurant Week, the PepsiCo Foundation bestowed a $10 million grant to the National Urban League creating the Black Restaurant Accelerator, and the company invested $2.5 million to develop Pathways to Black Franchise Ownership.