Let’s Dig In & Support Racial Equality
Pepsi created Dig In to change the restaurant industry.
Along with the normal challenges that come with starting a business, Black restaurant owners face obstacles that make it difficult for them to not only set up a business, but to thrive. With Dig In, we’ve made it our mission to give Black-owned restaurants the resources they need to get up and running—and thrive. From providing guidance around overcoming foundational challenges, to developing their growth and raising their visibility, we’re all in.
But we can’t do it alone. That’s why we’re inviting everyone (that’s you) to join us. Come eat delicious food and tell everyone you know. And if you’re an aspiring Black restaurant owner, we've got you covered.
So, how about we get started? And Dig In.
Our Collaborators
Check out these game-changing industry partners that are helping us uplift Black-owned restaurants.
The National Urban League is a historic civil rights and urban advocacy organization. With 90 affiliates serving 300 communities, it provides direct services dedicated to the economic empowerment and to raising the standard of living in historically underserved communities. A proud partner for nearly 40 years, PepsiCo’s investments in the National Urban League have focused on nutrition and health, education and job skills training, business growth and job creation, and advancing equity.
Multicultural Foodservice & Hospitality Alliance is an educational nonprofit dedicated to bringing the economic benefits of diversity and inclusion to the food and hospitality industry. We’ve teamed up with MFHA to create the Pathways to Black Franchise Ownership, a program that will vet, train, facilitate funding, and provide ongoing training and mentorship, so Black entrepreneurs can own and operate successful restaurants.
4thMVMT is an organization that empowers aspiring Black entrepreneurs in underserved communities. We’ve partnered with 4thMVMT to create the Pathways to Franchise Ownership, a program that will vet, train, facilitate funding, and provide ongoing training and mentorship, so Black entrepreneurs can own and operate successful restaurants.
Founded by Kezia M. Williams, MyBlackReceipt was launched in June 2020 as the first “Buy Black” movement to quantify collective purchases from Black-owned businesses and to hold the public accountable in this shared mission. We’ve partnered with MyBlackReceipt to power Dig In’s commitment to generate $100 million in sales to Black-owned restaurants over the next five years.
Founded by Anthony and Janique Edwards in 2016, EatOkra is a Black-owned business directory app that’s centered on Black food and beverage. It has connected over 300,000 users to more than 6,700 Black-owned restaurants, bakeries, cafes, food trucks, bars and wineries across the country. We’ve partnered with EatOkra to help even more users discover and connect with their favorite Black-owned restaurants.
Launched in 2019, Black and Mobile is the first Black-owned food delivery service that partners exclusively with Black-owned restaurants. During our five-year partnership, we’ll provide Black and Mobile a tech consultant to elevate their app experience and help them scale into more markets.
Black Restaurant Week LLC is an annual, multi-city culinary movement celebrating the flavors of African, African American, and Caribbean cuisine nationwide. Black Restaurant Week partners with Black-owned restaurants, chefs, caterers, and food trucks to host a selection of culinary experiences aimed to expand awareness and increase support for Black culinary professionals. The organization was founded in 2016 by entrepreneurs Warren Luckett, Falayn Ferrell and Derek Robinson. Pepsi Dig In will be a National Partner sponsor of the 2021 Black Restaurant Week with the overall goal of driving sales to Black-owned restaurants.
Figure 8 Logistics is a New York agency focused on building sustainable food delivery systems that improve the guest experience and the restaurant's bottom line. We've partnered with Figure 8 to help Black-owned restaurants build and expand their native delivery channels through Dig In's Black Restaurants Deliver program and the Delivery 101 Playbook.
Hudson Creative is a digital marketing agency dedicated to helping restaurants attract more guests who are searching online. We’ve partnered with Hudson Creative to help Black-owned restaurants optimize their online presence through Dig In’s Black Restaurants Deliver program.
Ten35 is a collection of creative thinkers who use their cultural curiosity to engage audiences and drive impact for brands. Through in-depth research, empathetic brand strategies, and cutting edge creativity they decode the current drivers of culture to create relevant, integrated campaigns. They tap into a brand's power to amplify – and be influenced by – cultural tendencies at a broad and personal level in order to build meaningful connections with its audience. And that's exactly what they did through Pepsi Dig In. Pepsi Dig In is a comprehensive, socially-driven program designed to support Black-owned restaurants during a time when they need it most. Ten35 unlocks the transformative power that exists between brands and culture.
Golin is a progressive public relations agency that aligns earned-first, data-driven creative with the customer journey, to deliver maximum impact for brands and reach a profoundly diverse global market. We’re partnering with Golin to generate media and consumer awareness for Dig In programs, digital partners, and rally the public to support Black-owned restaurants.
