Pepsi® Dig In, a platform focused on supporting and uplifting Black-owned restaurants in America, has entered a partnership with Keith Lee, a TikTok-famous food reviewer. The campaign sees the platform doubling down on its efforts and announcing the launch of its Restaurant Royalty program. This initiative aims to recognize the best Black-owned restaurants and transform the lives of their owners. Selected establishments will also gain access to consulting services.
Diners were encouraged to nominate their favorite restaurants (the deadline was July 1st) for a chance to win exclusive rewards. These included $1,000 gift cards, foodie experiences in New York City and Las Vegas, and more.
Additionally, Pepsi® Dig In continues its collaboration with EatOkra, "the largest database of Black-owned restaurants," with the hopes of helping help consumers find local, must-try eateries.
Uplifting Restaurant Campaigns
Pepsi® Dig In and Keith Lee Support Black-Owned Restaurants
Trend Themes
1. Supporting Black-owned Restaurants - The trend of supporting and uplifting Black-owned restaurants provides opportunities for brands to collaborate and create initiatives that recognize and transform the lives of restaurant owners.
2. Restaurant Royalty Program - The introduction of the Restaurant Royalty program showcases the potential for disruptive innovation in the restaurant industry by offering selected Black-owned establishments access to consulting services and exclusive rewards.
3. Promoting Local Black-owned Eateries - The collaboration between Pepsi® Dig In and EatOkra highlights the trend of helping consumers discover local Black-owned restaurants, presenting opportunities for technology platforms and food enthusiasts to create innovative solutions in supporting and promoting these eateries.
Industry Implications
1. Food & Beverage - The food and beverage industry can leverage the trend of supporting and uplifting Black-owned restaurants by partnering with these establishments and developing programs that recognize their contributions and enhance their success.
2. Hospitality & Tourism - The hospitality and tourism industry can tap into the Restaurant Royalty program trend by offering consulting and support services to selected Black-owned restaurants, creating new avenues for collaboration and growth.
3. Technology - The collaboration between Pepsi® Dig In and EatOkra highlights the potential for technology companies to develop innovative solutions that help consumers discover and support local Black-owned eateries, offering new opportunities for app development and partnership initiatives.