PepsiCo has announced the launch of “Dig In,” a marketing initiative designed to increase patronage at the nation”™s Black-owned restaurants.
According to the Purchase-headquartered company, Dig In has a goal of generating at least $100 million in sales for Black-owned restaurants over the next five years. Pepsi introduced Dig In through a commercial on NFL Network Media and NFL.com featuring Black-owned restaurants in four cities.
PepsiCo is using the Dig In platform to encourage Black restaurateurs to enable the company”™s corporate resources, including business services, training and mentorship. The company recently rolled out the Black Restaurants Deliver program, an eight-week, no-cost consultancy to enable online ordering and delivery capabilities at 400 restaurants in more than 40 communities 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 at 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.”
