Pepsi and James Beard Award Winner Chef JJ Johnson Calls on Black Restaurateurs and Other Businesses to Join, Inspire and Reward Consumers who frequent Black-Owned Restaurants on November 6
Posted: October 6, 2021 at 8:16 a.m. CDT|Update: 1 hour ago
PURCHASE, NY, October 6, 2021 / PRNewswire / – Today, Pepsi officially announces the very first Digging day, a celebration of black restaurants and chefs across America. At Saturday, November 6, 2021, anyone with an appetite is urged to dig and elevate black owned restaurants in their community just by enjoying delicious food and refreshing drinks.
Pepsi digging day is the newest and largest initiative the brand is leading to drive $ 100 million in sales of black-owned restaurants over the next five years. A concerted effort to support these diverse culinary establishments that serve as the cornerstone of communities across the country, the Digging day the national call to action will be supported by dedicated advertising, partnerships, business resources and local events.
As black-owned businesses face systemic barriers, which were exacerbated during the pandemic, Pepsi created the Dig In platform last fall to raise awareness and support black-owned restaurants. Since then, Pepsi Dig In has rallied thousands of Americans to support black-owned restaurants and provided resources to help black restaurateurs thrive. Many businesses and individuals are committed to supporting black-owned businesses; Digging day gives everyone a way to rekindle and maintain that commitment.
How restaurants can participate in Dig In Day
Pepsi shares creative ways to get people to order online or walk through the doors of black-owned restaurants. Black restaurateurs are invited to visit PepsiDigIn.com access resources to grow their business and get the most out of Search day, including dedicated toolkits to provide restaurateurs with branded material templates to help strengthen their marketing and social media efforts.
To equip yourself for November 6, Pepsi collaborates with JJ Johnson, an award-winning chef, founder, TV personality, author and owner of FIELDTRIP restaurants located throughout New York City. Chief Johnson will help create Digging day experiences for foodies, while sharing the many ways industry colleagues can participate to help increase sales.
“Opening and maintaining a thriving restaurant is a challenge, and these obstacles are even greater for my black peers in the food industry,” said Chef Johnson. “Pepsi Dig In Day is an opportunity to come together over a delicious meal while supporting restaurants that create jobs and uplift our communities.”
How Consumers Can Support: Eat. To download. Repeat.
Foodies from the United States are invited to meet on Digging day to create a tidal wave of positive impact for black-owned restaurants. Pepsi DigInPassport.com, a new online destination, makes it easy to find one near you and earn rewards. The mobile-friendly site helps people seamlessly explore and select black-owned restaurants, track purchases to show support, and earn a chance to receive rewards that continue to flow back to the restaurant community. .
Here’s how people can get involved Digging day and beyond:
- To eat: Dine at a local black-owned restaurant, in person or by ordering, and keep your receipt.
- To download: Visit DigInPassport.com to register, download your receipt and automatically have a chance to win culinary rewards. For those who upload their receipts to Digging day, Pepsi will also offer access to a soon-to-be-announced limited-edition premium collector’s item.
- Repeat: Start supporting local black-owned restaurants before, during and after the special day; and encourage your friends and family to do the same by sharing delicious meals on social media with #DigInDay.
“Black-owned restaurants shape the dining scene in our neighborhoods. There is now 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, Head of Marketing. Agent, PepsiCo Global Foodservice. “We are asking people to renew 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 build their greater visibility. “
How businesses can join the movement
As employees increasingly want employers to act decisively, and many continue to tackle the stressors of remote work, Pepsi invites other companies to join the movement by inspiring their employees to participate in Digging day. Some of the first business partners to commit to buying lunch for their associates at a black-owned restaurant on October 28 leading to Digging day understand:
- James Beard Foundation, a nonprofit organization that celebrates, supports and uplifts the people behind American food culture.
- BentoBox, a marketing and commerce platform dedicated to helping restaurants accelerate their growth.
- Intersport, an independent media and marketing company with services that span creative, digital, sponsorship, experience and hospitality.
- Golin, a global public relations agency that helps businesses create change that matters.
In 2020, PepsiCo hired more than $ 400 millions to advance racial equality within the business, industry and communities it serves. In this context, the company has devoted $ 50 million to support black-owned businesses over the next five years. As a result, PepsiCo has developed a multi-faceted platform designed to drive access, business acceleration and awareness, including millions of grants and resources. For example:
- Access: The PepsiCo Foundation awarded a $ 10 million grant to the National Urban League to co-create the Black Restaurant Accelerator program, which will provide funding, mentorship and management training to 500 black restaurateurs in 12 cities over the next five years. The first beneficiaries of the program were announced over the summer and efforts are on track to identify 100 beneficiaries by the end of the year.
- Commercial acceleration: Pepsi launched Black Restaurants Deliver, a digital consulting and pro bono delivery program that helps restaurant owners adapt to the new consumer landscape.
Restaurant owners interested in learning more can visit pepsidigin.com/ressources-pour-restaurateurs and any foodie can follow @PepsiDigIn on Instagram, Facebook and Twitter.
PepsiCo products are loved by consumers more than a billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $ 70 billion of net sales in 2020, thanks to a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker, Tropicana and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including 23 brands that generate more than $ 1 billion each in estimated annual retail sales.
Leading PepsiCo is our vision to be the world leader in convenient foods and beverages by winning with determination. “Winning with Purpose” reflects our ambition to win sustainably in the market and to integrate the goal into all aspects of our business strategy and our brands. For more information visit www.pepsico.com.
About JJ Johnson
JJ Johnson is a James beard Award-winning chef, television personality and author best known for his revolutionary cuisine enlightened by the Caribbean flavors of his upbringing. Chef JJ’s signature cooking style combines culturally relevant ingredients and classic technique with a holistic perspective.
At FIELDTRIP, his made-to-order rice bowl shop that debuted in 2019, Chef JJ is showcasing rice as a heroic ingredient and showcasing it in recipes from around the world. FIELDTRIP’s first outpost opened in Harlem and has since expanded to two additional locations throughout New York City at Rockefeller Center and Long Island City. As one of the only quick casual eateries on Esquire’s 2020 ‘Best New Restaurants in America’ list, FIELDTRIP uses sustainable ingredients and ethically sourced vegetables and protein, creating a tasty dining experience. and diverse. The brand’s motto, “Rice is Culture”, arose from Chef JJ’s belief that rice is the universal ingredient that connects us all and can be found at the center of the table in almost every community. . Chef JJ is a Mastercard Ambassador and TV Host on Just Eats with Chef JJ airing on TV One’s Cleo TV network.
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