PepsiCo Expands Efforts 'Away From Home'
Pilla Tortilla, PepsiCo’s first-of-its-kind Lay’s restaurant, opened in two locations in Madrid earlier this month. The openings signify the snack giant’s newest effort to expand its presence in the away-from-home channel and make "grabbing a tortilla" a new, high-quality casual dining experience.
The venture brings the Lay’s brand into the culinary space for the first time and connects PepsiCo directly with consumers through food experiences that not only align with today’s trends, but keep the familiar brand top-of-mind for consumers.
The restaurant concept was created to bring new meal occasions for the brand to consumers, featuring a menu that centers around the Spanish tortilla and that uses Lay’s as its signature ingredient.
Developed with Michelin-starred chef Miguel Carretero, the company has created reasons for brand loyalists as well as foodies in general to consume Lay's in unique ways. He and the Lay’s team worked to ensure the signature chip added value to the dish without losing its essence. "The result is a tortilla that’s instantly recognizable, but with a twist," he said in a media release.
"Pilla Tortilla is the first restaurant project by PepsiCo and Lay’s anywhere in the world," Pol Codina, general manager and senior vice president, PepsiCo Food Ventures, said in the release. "With this opening in Madrid, PepsiCo is expanding its food and culinary focus and delivering on our diversification and growth strategy in the away-from-home channel."
The restaurant is part of PepsiCo’s new Food Ventures global business unit, located in Barcelona. It was created to elevate the company’s food brands through ready-to-eat solutions that meet evolving consumer needs at home, outside the home and on the go.
The company is hoping the two locations in Madrid that feature Lay’s in new ways will encourage customers’ culinary experimentation and serve as a platform for new forms of direct consumer connection.
"We wanted to go beyond the typical snack moment and turn something as familiar as eating [Spanish] tortilla into a unique concept," said Erica Lascorz, senior director of innovation marketing for PepsiCo in Europe.
“This project shows our commitment to elevating one of our most iconic brands with proposals that connect with consumers and strengthen brand recognition,” Lascorz added.
Lay’s is featured in everything on the menu, starting with fish and chips with Lay’s Salt and Vinegar, marinated mussels with lime-mayo and Lay’s, white anchovies with Lay’s and, of course, the tortilla. Desserts pair Lay’s with chocolate, goat cheese with honey and dulce de leche ice cream.
The restaurant launched with different business models in its two locations: a bar restaurant with a full menu and a delivery and takeaway service, and a takeaway-only kitchen in the second location.
"This restaurant brings us closer to consumers by offering an innovative experience that connects the brand to its values in a tangible way," Codina said.
This article first appeared on the site of sister publication P2PI.
