PepsiCo has launched its own online food-delivery platform in the US that pairs variants of its Pepsi CSD brand with a range of meals.
Called ‘Pep’s Place’, the limited-time service is available through a bespoke website as well as food aggregators including Door Dash and Grub Hub. Consumers can select a Pepsi soft drink and the site offers curated food suggestions based on that beverage.
According to PepsiCo, the concept builds on growing trends for “ghost kitchens” – food preparation sites that only cook food for delivery. However, instead of focusing on food, Pep’s Place is a “fast-beverage” restaurant “where the cola comes first”.
“For years, we have known that Pepsi is the perfect complement to a variety of foods,” said Pepsi marketing VP Todd Kaplan. “But, even though consumers know that food tastes ‘Better With Pepsi’, they often still forget to order a beverage with their favourite meals.”
Pep’s Place will be live for 30 days and supported by a US national campaign. Examples of pairing include Pepsi Zero Sugar with chicken Caesar salad and Pepsi Mango with buffalo wings.
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By GlobalData
