Cookie Consent by Free Privacy Policy website Pepsi Invites Everyone to “Dig In” and Champion Black-Owned Restaurants with Goal to Generate $100 Million in Sales for Local Businesses
january 04, 2021 - pepsico

Pepsi Invites Everyone to “Dig In” and Champion Black-Owned Restaurants with Goal to Generate $100 Million in Sales for Local Businesses

New Multi-Faceted Platform Launches with National TV Spot Featuring Four Black-Owned Restaurants from Across the Country

PURCHASE, N.Y. Jan. 4, 2021 – Recognizing the diverse range of delicious #food, rich history and culture that Black-owned restaurants contribute to the American experience, Pepsi introduced Dig In. The consumer-facing, multi-year platform is a rallying call for #people to double down on supporting Black-owned restaurants.

Dig In aims to generate at least $100 million in sales for Black-owned restaurants over the next five years. The platform also serves as an invitation for Black restaurateurs to tap into a variety of resources available from #pepsico including business services, training and mentorship. Both timely ways to support Black-owned eateries that are facing systemic barriers, which have been worsened by the pandemic.

“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 #scottfinlow, 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.”

A Primetime Kickoff
Pepsi introduced Dig In with a national ad spot featuring a symphony of standout Black-owned restaurants from four cities. Debuted on NFL Network Media during the playoffs, one of the most-watched sports moments of the year, “Savor the Sound” shines a spotlight on four hometown heroes through the sights and sounds of the dishes they create. The spot premiered December 26 and runs through February 8 on TV, and digitally on NFL.com.

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 #marcusdavis, 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.”