Del Pozzo leads the sales and commercial function overseeing strategy, sales planning, customer supply chain and commercialization for Frito-Lay’s U.S. customer sales organizations, with responsibility for retail, e-commerce and food service businesses of approximately $17B annually. Here, we ask him five questions around the people, process and technologies that help the PepsiCo brand keep up with consumers.
CGT:With data showing smaller gatherings and more snacking, what is Frito-Lay doing to adjust to this increased demand?
Del Pozzo: The Super Bowl is typically the biggest snacking holiday of the year, but with more consumers snacking at home during the pandemic, we have continued to build inventory across the system to be ready for elevated demand between Thanksgiving and the Super Bowl.
From our supply chain to sales, we spend weeks leading up to the Super Bowl preparing to meet this increased consumer demand — producing 70 million pounds of snacks the week leading into Feb. 7 — up 2% from Super Bowl LIV.
We’ve also increased staffing levels across the supply chain to ensure we’re able to meet heightened demand and have continued to invest in our supply chain capabilities by adding new production capacity to allow us to produce more product.
CGT: Are there any technologies that will help Frito-Lay prepare for this shift?
Del Pozzo: In an effort to always be everywhere, we’re constantly looking for new channels to glean insights on consumer shopping behaviors and test new ways to directly engage with them. One example of this is the launch of our first direct-to-consumer platform, Snacks.com, which we launched in just 30 days as a way to serve our consumers online in this changing environment. That said, our primary goal with Snacks.com is to gather consumer insights that we can leverage to drive business with our DTC retail partners.
Additionally, our overall direct store delivery model continues to be critical to ensure product is where consumers are shopping as store demand has reached record levels.
From a retailer standpoint, our omnichannel strategy is helping to keep up with demand so consumers can purchase their favorite snacks in store, online or curbside.