Marketing

Pepsi, Carla Hall celebrating Black-owned restaurants

Pepsi Dig In is teaming up with Carla Hall to announce the return of Pepsi Dig In Day on November 5 to rally Americans to celebrate and patronize local Black-owned restaurants. Image credit: Melissa Horn.

November 2, 2022

Pepsi Dig In, designed to drive access, business acceleration and awareness for Black-owned restaurants, is rallying Americans across the country to celebrate their local Black-owned restaurants by dining at them Saturday, which is known as "Pepsi Dig In Day."

Now through Nov. 6, fans who post their meals and tag their favorite local Black-owned eateries will have the chance to win $5,000 for themselves and a $5,000 donation for the nominated restaurant, when they include @PepsiDigIn and #DigInShowLove #sweepstakes.

"I've always been passionate about celebrating the food and community that Black-owned restaurants bring to the table," Chef Carla Hall said in a company press release announcing her support of the program. "Pepsi Dig In does a phenomenal job of supporting these culinary gems with initiatives like Pepsi Dig In Day. We can all make a tangible impact by dining at these restaurants and enjoying what they have to offer."

An annual initiative, Pepsi Dig In Day aims to drive consumers to patronize Black-owned restaurants and support the cornerstone of communities across the country. As part of the larger Pepsi Dig In program to drive business and visibility to Black-owned restaurants, Pepsi Dig In Day brings national awareness to Black restaurateurs by tapping into the network and scale that Pepsi provides.

"Pepsi Dig In Day is a movement to inspire diners to discover Black-owned restaurants they're excited to visit all year round," Scott Finlow, CMO of PepsiCo Global Foodservice, said in the release. "From rallying food lovers to providing tools for restauranteurs, our goal is to leverage the combined resources and power of our platform, partners, and fans to make a long-lasting impact."

Launched in 2020 as part of PepsiCo's Racial Equality Journey, the company committed $50 million to support Black-owned businesses over five years, part of PepsiCo's larger REJ initiative totaling over $400 million to increase representation within the company, support Black-owned businesses, and help to create economic opportunities in the communities it serves.

Activities and initiatives include:

• Pepsi Dig In will cover the tab between $2,000 and $5,000 at select Black-owned restaurants on Pepsi Dig In Day (while supplies last). Brunch celebrations at Pepsi Dig In restaurant partners will feature a mix of live DJs, custom menus and more at 20 select restaurants in major cities across the country including Los Angeles, Philadelphia, Atlanta, Miami, Houston, Phoenix, among others. Fans may check @PepsiDigIn on social to find out where they can celebrate near them.
• Corporate partners are sponsoring lunch from Black-owned restaurants for their employees now through Saturday. They include the National Football League, National Hockey League, Tripadvisor, Minnesota Vikings, Minnesota Twins, Minnesota United FC, BentoBox, Vail Resorts, Hudson Creative, Launch Kits, LiveRamp, Delaware North, Acceleration Community of Companies, Genesco Sports Enterprises, FUSE, Figure 8, Walton Isaacson and others.
• Providing Black restaurateurs with funding and dedicated toolkits of templated brand materials to help bolster their marketing and social media efforts around Pepsi Dig In Day.
• Encouraging consumers to find their local Black-owned restaurants via EatOkra, and post and tag @PepsiDigIn and #DigInShowLove to help spread the word in their own communities.
• Pepsi Dig In continues to offer Black restaurateurs access to resources like Black Restaurants Deliver, a free eight-week consultancy by the experts at Figure 8 that enables restaurants with the tools to meet consumer needs, increase business and improve their online presence.
• It provides access to opportunities for growth and visibility like its recent Restaurant Royalty Residency program bringing custom dishes from Black restaurateurs to Las Vegas for four-week residencies at MGM Resorts International Mandalay Bay and Luxor hotels.