Dive Brief:
- PepsiCo has launched a ghost kitchen capability that allows foodservice partners to use PepsiCo’s resources and brands to optimize off-premise revenue, the company said Wednesday.
- This capability is an expansion of the PepsiCo Foodservice Digital Lab, which launched in 2019 to provide proprietary in-house innovations and resources to PepsiCo’s foodservice partners.
- PepsiCo previously tested a virtual brand, Pep’s Place, in 2021 as part of its “Better with Pepsi” campaign.
Dive Insight:
The ghost kitchen offering will provide “a turnkey, scalable solution for customers looking to bring their flavors to new or existing markets, grow their off-premise footprint, and drive revenue,” the company said in a statement. PepsiCo is planning to provide a package of digital marketing concepts that will provide culinary expertise, menu optimization, media, launch tactics and other capabilities.
PepsiCo customers can access the company’s beverage and snack portfolio, including Pepsi, Mtn Dew, Doritos and Cheetos, to create branded menu items and digital experiences. Applebee’s, for example, created Cheetos-inspired menu items as part of its Cosmic Wings virtual brand last year.
PepsiCo’s ghost kitchen capability aligns with the Foodservice Digital Lab’s core capabilities, which include connecting customers with companies, services and insights that best suit their digital offerings.
"Ghost kitchens offer foodservice operators an efficient, proven, and cost-effective way to improve kitchen profitability and overall supply-chain utilization without the burden of additional overhead and front of house operations typically associated with launching a new restaurant," André Moraes, senior director of marketing at PepsiCo Foodservice, said in a statement.
Pep’s Place, which was brought to life through a partnership with Famous Dave’s for one month, attracted 3 million guests, suggesting high demand for new and existing delivery experiences. The ghost kitchen paired PepsiCo beverages with burgers, wings, sandwiches, salads and other items.
