Pepsi Dig In Day is the latest and most broad-reaching initiative the brand is spearheading to drive $100 million in sales for Black-owned restaurants over the next five years, the company said in a statement. A concerted effort to support these diverse culinary establishments that serve as the cornerstone for communities across the nation, the Dig In Day national call to action will be supported by dedicated advertising, partnerships, business resources and local events.
As Black-owned businesses encounter systemic barriers, which have been exacerbated during the pandemic, Pepsi built the Dig In platform last fall to drive awareness and support for Black-owned restaurants.
Pepsi is sharing creative ways to get people ordering online or walking through the doors of Black-owned restaurants. Black restaurateurs are invited to visit PepsiDigIn.com to access resources to grow their business and make the most of Dig In Day, including dedicated toolkits to provide restaurant owners with templated brand materials to help bolster their marketing and social media efforts.
To gear up for November 6, Pepsi is collaborating with JJ Johnson, an award-winning chef, founder, TV personality, author and owner of FIELDTRIP restaurants located throughout New York City. Chef Johnson will help create immersive Dig In Day experiences for food-lovers, while also sharing the many ways industry colleagues can participate to help increase sales.
"Opening and sustaining a thriving restaurant is challenging, and these hurdles are even greater for my Black peers in the food industry," Johnson said. "Pepsi Dig In Day is an opportunity to come together over a delicious meal while supporting restaurants that create jobs and uplift our communities."
The Pepsi DigInPassport.com helps people explore and select Black-owned restaurants, track purchases to show their support, and earn a chance for rewards that continue to pay it forward to the restaurant community.
Here's how people can get involved on Dig In Day and beyond:
- Eat: Dine at a local Black-owned restaurant, in person or by ordering, and save your receipt.
- Upload: Visit DigInPassport.com to sign up, upload your receipt, and automatically earn a chance to win culinary rewards. For those who upload their receipts on Dig In Day, Pepsi also will offer access to a soon-to-be-announced, limited-edition premium collectible item.
- Repeat: Start supporting local Black-owned eateries before, during and after the special day; and encourage friends and family to do the same by sharing delicious meals on social with #DigInDay.
"Black-owned restaurants shape the food scene in our neighborhoods. Now there's a dedicated day to support them as well as a resource to make it easy for people to explore and try their wide variety of delicious cuisine," said Scott Finlow, Chief Marketing Officer, PepsiCo Global Foodservice. "We're asking people to recommit their support and make their meal count on Dig In Day and every day. And we invite restaurateurs - no matter where they are in their entrepreneurial journey - to tap into free resources to help bolster their businesses and generate greater visibility."