Continuing their commitment to advance racial equality, PepsiCo has announced Dig In Day, a celebration of Black chefs and restaurants across the United States. Last year, the pandemic impacted everyone’s life, causing many to lose jobs and businesses to close. The Black community alone saw a 40% rate of closure amongst Black-owned restaurants. That’s devastating to a community that represents a small space within the restaurant industry. Most black-owned restaurants are single locations or a handful, but few are franchises.
With Dig In Day, PepsiCo plans to drive $100 million in sales to Black-owned restaurants over the next five-years. Through the use of advertisements, meaningful partnerships and by providing business resources and local events, Dig In Day will be the most broad-reaching initiative ever by PepsiCo to highlight Black-owned restaurants.
In 2020, PepsiCo pledged more than $400 million towards promoting racial equality within the company, industry and communities. Since their commitment, PepsiCo has inspired thousands to support Black-owned businesses, and even other corporations. Dig In Day is the vehicle created to ensure they remain on the pathway carved by the pursuit of equality.
Black restaurant owners are invited to visit PepsiDigin.com where they will find resources gathered to help business growth. Dedicated toolkits and templated brand materials to help marketing and social media presence are also provided.
To help food-lovers get involved, PepsiCo has created DigInPassport.com, a one-stop destination for locating Black-owned restaurants in your local area. Here’s how it works:
1. Eat: Dine at a local Black-owned restaurant, in person or by ordering, and save your receipt.
2. 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.
3. 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.
Additionally, Companies are also invited to participate by ordering their staff lunch from a Black-owned restaurant. Corporate partners that have already made commitments include:
· James Beard Foundation, a nonprofit organization that celebrates, supports, and elevates the people behind America’s food culture.
· BentoBox, a marketing and commerce platform dedicated to helping restaurants accelerate growth.
· Intersport, an independent media and marketing firm with services that span creative, digital, sponsorship, experiential and hospitality.
· Golin, a global public relations agency that helps companies create change that matters.
This is an important initiative by PepsiCo as Black-owned restaurants often service a particular community and are staples of the area. Because there are less options, losing any number causes a considerable impact. Dig In Day is not only a great opportunity to support Black-owned restaurants, but also a great opportunity to try a new place and have a new experience. Save the date and be sure to visit DigInPassport.com on November 6th.