PepsiCo Unveils First Lay’s-Branded Pilla Tortilla Restaurant in Madrid
PepsiCo has launched Pilla Tortilla, its first Lay’s-branded restaurant concept, in Madrid featuring Spain’s tortilla reinvented with Lay’s potato chips. Developed with Michelin-starred chef Miguel Carretero, the venture uses bar-restaurant and takeaway models to expand PepsiCo’s away-from-home channel through its new Food Ventures unit.
1. Concept Launch and Strategy
PepsiCo opened Pilla Tortilla, its first Lay’s-branded restaurant concept, in Madrid as part of an initiative to expand its away-from-home channel with a flexible urban format.
2. Partnership and Menu Innovation
Created in partnership with Michelin-starred chef Miguel Carretero, the concept features Spain’s classic tortilla reinvented by incorporating Lay’s potato chips while preserving traditional flavor profiles.
3. Dual Operating Models
Pilla Tortilla operates in two formats: a bar-restaurant in Madrid offering eat-in, delivery and takeaway services, and a separate kitchen solely dedicated to takeaway orders.
4. Role of Food Ventures Unit
The restaurant falls under PepsiCo’s newly formed Food Ventures global business unit based in Barcelona, which aims to link the company’s snack brands to ready-to-eat and foodservice settings.