PepsiCo has launched a new campaign to increase sales at Black-owned restaurants. Today, it announced the launch of its new Dig In campaign. The campaign aims to generate at least $100 million in sales for Black-owned restaurants over the next five years.
“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,” said Scott Finlow, Chief Marketing Officer, PepsiCo Global Foodservice. “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.”
The platform also invites Black restaurateurs to tap into a number of resources available from PepsiCo including business services, training and mentorship.
A Primetime Kickoff
Pepsi introduced Dig In with a national ad spot featuring a symphony of standout Black-owned restaurants from four cities. The ad premiered on the NFL Network December 26.
Starring in the ad are:
- 7th + Grove, Tampa, Fla.: Delivers an elevated southern menu, creatively crafted cocktails and extraordinary service.
- Off the Bone Barbeque, Dallas, Texas: Local favorite serving up gourmet, authentic barbecue that keeps diners smiling from ear to ear.
- The Breakfast Klub, Houston, Texas: A central mainstay in Houston’s daily life, providing good food served in a soulful atmosphere.
- Kitchen Cray, Washington D.C.: Eye-tempting comfort food with a Cajun twist that’s topped with decadence.
“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.”
Closing the Digital Divide
Pepsi also rolled out the Black Restaurants Deliver program after completing a pilot test in Washington, D.C. The free eight-week initiative helps improve online ordering and delivery capabilities for select restaurants. The program hopes to enroll 400 restaurants in more than 40 communities over five years.
Building on PepsiCo Commitments to Racial Equality
In 2020, PepsiCo committed $400 million to advance racial equality $50 million of that is dedicated to supporting Black-owned businesses. Since the announcement, Pepsi delivered on this commitment by:
- Signing on as the first-ever national sponsor of Black Restaurant Week.
- Donating $10 million from its foundation to the National Urban League to launch the Black Restaurant Accelerator.
- Investing $2.5 million to develop Pathways to Black Franchise Ownership.