As the ongoing coronavirus pandemic enters yet another difficult phase, Black owners and restaurants find themselves struggling to navigate our new reality that’s changing dining culture.
To combat this, Pepsi has stepped up to launch a multi-year consumer-facing effort that’s doubling down on rallying people to show their support for local Black-owned restaurants.
According to a press release, Pepsi has introduced “Dig In” — a platform that aims to generate $100 million in sales for these Black-owned businesses over the next five years — as part of its Racial Equality Journey – Black Initiative.
🍽️ Ready to dine for a good cause? 🍽️ We are proud to announce Pepsi Dig In – a platform that supports black-owned restaurants by providing training, business growth opportunities, and raising visibility for the industry. Stay tuned for more information. pic.twitter.com/axzxDXkpNB
— Pepsi (@pepsi) December 26, 2020
The platform’s main objective is to serve as an invitation for Black restaurateurs to access the variety of resources PepsiCo offers, including business services, training and mentorship, to further support those Black-owned eateries who face systemic barriers.
“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 — CMO of PepsiCo Global Foodservice — in a statement.
Alongside the new platform launch, Pepsi also introduced the Dig In campaign via a national TV ad spot that featured a plethora of Black-owned restaurants from four different cities (Tampa, Dallas, Houston, and Washington D.C.) that are recognized as staples in their communities.
“Our restaurant has stood strong with open doors for 19 years as a Houston mainstay, feeding locals and visitors alike,” said Marcus Davis — owner of The Breakfast Klub (Houston, TX) and member of the PepsiCo Black Restaurant Advisory Council — in a press statement. “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.”
A press release shares that Pepsi has plans to expand its consumer engagement efforts in Q1 of 2021 with additional ways consumers can learn about and support Black-owned restaurants nationwide.
Additionally, Pepsi also rolled out its eight-week Black Restaurants Deliver program — an initiative that optimizes and builds online ordering and delivery capabilities for select restaurants.
The program will reportedly serve 400 restaurants in over 40 local communities over the next five years to close the digital divide and help restaurants adapt to the evolving dining landscape.
The news of Pepsi’s new platform follows its June announcement that the company pledged $400 million to empower Black employees and their communities.
For more information about Pepsi’s racial equality initiatives, click here.