PepsiCo® is deepening its commitment to the away-from-home channel with the launch of “Pilla Tortilla®”, its first restaurant concept globally dedicated to a Spanish tortilla (omelet) made with Lay’s®. This new venture brings one of the company’s most iconic brands into the culinary space with an innovative approach that opens the door to new consumption moments and connects PepsiCo directly with consumers through modern, distinctive food experiences aligned with today’s trends.
The company has chosen Madrid – a dynamic, trendsetting city – as the ideal setting to debut this concept, which blends quality, innovation, and brand identity in a flexible, urban, and social format.
“Pilla Tortilla is the first restaurant project by PepsiCo and Lay’s anywhere in the world. With this opening in Madrid, PepsiCo is expanding its food and culinary focus and delivering on our diversification and growth strategy in the away-from-home channel. This restaurant brings us closer to consumers by offering an innovative experience that connects the brand to its values in a tangible way,” said Pol Codina, General Manager and Senior Vice President, PepsiCo Food Ventures.
The restaurant is a part of PepsiCo’s new Food Ventures global business unit, located in Barcelona, which has been created to elevate the company’s food brands through ready-to-eat solutions that meet evolving consumer needs at home, outside the home and on the go. This focus is part of PepsiCo’s strategy to grow its away-from-home business while expanding into new consumption occasions and opportunities in meals.
Double Business Model
Pilla Tortilla will launch with two business models. In Madrid there will be a bar restaurant with a full menu and a delivery and takeaway service, and a takeaway only kitchen.
Customers can enjoy the tortilla as a slice or “pincho”, a sandwich or a whole tortilla. Each option can be customised with toppings including: Mallorquina: spicy sausage, brie, and honey; Marinera: anchovies and Lay’s; Brava: crispy fried pork belly, alioli, and salsa brava; Serrana: Alvalle tomato gazpacho and diced Iberian cured ham; and Ranchera: pulled pork.
“We wanted to go beyond the typical snack moment and turn something as familiar as eating tortilla into a unique concept: ‘grabbing a tortilla’- a special shared moment with an authentic brand experience. This project shows our commitment to elevating one of our most iconic brands with proposals that connect with consumers and strengthen brand recognition,” said Erica Lascorz, Senior Director of innovation marketing for Europe.
