Sunday, May 9, 2021

Pepsi Pairing Pepsi Beverages with Food First

The ‘halo’ of ‘better for you’ has now elevated Pepsi Cola to platform where your menu choice will depend on which ‘flavor of a Pepsi beverage’ you choose. McDonald’s, Starbucks, Burger King are but a few of international restaurant chains evolving the ‘halo’ of ‘better for you’ in their food, beverage, and packaging options according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Pepsi’s new creative campaign ‘better with Pepsi’ debuted with eight new national commercials creating new relevant messaging for its target consumers Gen Z and Millennials.  Elevating brand discovery to new heights, the Pepsi brand is upending what we expect of the food delivery world, with the launch of Pep's Place, where the cola comes first. That’s right a restaurant focused on beverages first.

So, this inventive fast beverage restaurant turns the traditional ordering process on its head. Consumers are invited to first pick their Pepsi beverage of choice, which then prompts curated food items based on that beverage, to enhance the overall meal experience. Pep's Place opened in select locations in the U.S. around the country for delivery only available through and major food aggregators (Uber Eats, Door Dash and Grub Hub). So, what can you get?

Consider if you are looking for the bold cola profile and lemony citrus notes of Pepsi Zero Sugar? It pairs gracefully with their crisp and tangy Chicken Caesar Salad. Craving a tropical splash of Pepsi Mango? The fruity and floral notes complement the perfect blend of mild chiles found in our buffalo wing sauce.

That discovery Gen Z and Millennials are looking for starts with how to order:

Step 1: Select from a bevy of Pepsi beverages: Pepsi, Diet Pepsi, Pepsi Zero Sugar, Pepsi Real Sugar, Pepsi Wild Cherry, Pepsi Zero Sugar Wild Cherry, Pepsi Mango and Pepsi Zero Sugar Mango.

Step 2: Choose from a menu curated with mouthwatering food pairings for your cola choice: cheeseburgers, buffalo wings, Cajun chicken sandwiches, chopped pork sandwiches, spare ribs, chicken caesar salads, and more.

Step 3: Fill out the meal with delectable sides, including mac and cheese, broccoli and Lay's chips.

Pep's Place will be open every day for the next 30 days, giving customers ample opportunity to see for themselves that food is Better with Pepsi.

Todd Kaplan, Vice President of Marketing – Pepsi, stated, "For years we have known that Pepsi is the perfect complement to a variety of foods.  But even though consumers know that food tastes Better With Pepsi, they often still forget to order a beverage with their favorite meals,"   "With the launch of Pep's Place, we have designed a new 'fast beverage' restaurant delivery concept that features a menu and experience literally built around the idea of what foods go best with Pepsi, allowing consumers at home to fully optimize their meals. We are confident that by doing this, everyone will agree – and taste firsthand – how well Pepsi goes with their favorite foods."

Better with Pepsi Goal Larger Share of Stomach

So, the Better with Pepsi creative campaign debuted with eight new national commercials. The spots do away with unrealistic, idealistic perfection positioning of food and instead spotlight the celebration of unapologetic love of foods like juicy, drippy cheeseburgers, topping-heavy hot dogs and pizzas with the extra-long cheese pull.

2021 being inclusive is better for you as well.  The Better with Pepsi ads will also have a slate of Spanish language commercials, celebrating food's role as a unifier in the Hispanic community and at home. Better with Pepsi is more than just a tagline for the brand; it is an unapologetic reinforcement of how consumers enjoy Pepsi every day. Stay tuned in the coming weeks as Pepsi rolls out even more consumer-facing experiences, point of sale displays, activations and more to give everyone the chance to see firsthand how their favorite meal goes Better with Pepsi.

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: FacebookLinkedIn, or Twitter 

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