# Black-Owned Restaurant Campaigns Pepsi Invites Americans to ‘Dig In’ at Black-Owned Restaurants By Grace Mahas | Published 2021-10-07 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/dig-in-day References: [pepsidigin](https://www.pepsidigin.com/resources-for-restaurateurs) & [pepsico](https://www.pepsico.com/about/diversity-equity-and-inclusion/pepsicos-racial-equality-journey-black-initiative-progress-update) Pepsi recently announced a new initiative dubbed 'Dig In Day' to support [Black](https://www.trendhunter.com/trends/black-opportunity-fund)-owned restaurants. The new campaign comes in response to a recent study that showed 41% of Black-owned businesses across the U.S. shuttered at the height of the pandemic. The new initiative invites people to enjoy delicious food and refreshing beverages at Black-owned businesses on November 6th. The program is part of a bigger initiative from that brand to drive $100 million in sales for Black-owned restaurants over the next five years. Pepsi is joining forces with JJ Johnson, an award-winning chef, founder, TV personality, author, and owner of FIELDTRIP restaurants. The collaboration will include an immersive Dig In Day experience that will share 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,” said Chef Johnson. “[Pepsi Dig In Day](https://www.trendhunter.com/trends/pepsi-dig-in-day) is an opportunity to come together over a delicious meal while supporting restaurants that create jobs and uplift our communities.” Image Credit: Shutterstock ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 29% | Activity: 48% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) ## Key Themes ### Key Themes Behind This Trend - **Black-owned Restaurant Support:** Initiatives by brands to support black-owned restaurants, such as Pepsi's Dig In Day, will continue to gain popularity. - **Increased Focus on Diversity and Inclusion:** More brands will be called upon to actively participate in supporting marginalized groups by partnering with them and elevating their voices. - **Community-driven Marketing:** Brands will increasingly adopt community-driven marketing campaigns that empower marginalized groups in their quest for social justice and equality. ### Where This Applies - **Food and Beverage Industry:** The food and beverage industry can respond to the current demand for increased support of black-owned restaurants by implementing community-driven initiatives and partnering with brands to create campaigns like Dig In Day. - **Marketing Industry:** Marketing professionals can help their clients develop and implement community-driven campaigns that promote social justice while also raising awareness about marginalized groups and their struggles. - **Hospitality Industry:** The hospitality industry can develop targeted training programs to help black-owned restaurants become more competitive, and work with brands to help promote and uplift these businesses. ## Related on Trend Hunter - [Black-Owned Restaurant Initiatives](https://www.trendhunter.com/trends/pepsi-dig-in-day.md) - [Uplifting Restaurant Campaigns](https://www.trendhunter.com/trends/pepsi-dig-in.md) - [Black-Owned Restaurant Initiatives](https://www.trendhunter.com/trends/blackowned-restaurant.md) - [Vegas Restaurant Initiatives](https://www.trendhunter.com/trends/vegas-restaurant.md) - [College-Targeted Awareness Campaigns](https://www.trendhunter.com/trends/taste-of-tomorrow.md) - [Cleverly-Disguised Fountain Cups](https://www.trendhunter.com/trends/undercover-cups.md) - [BIPOC Culinary Grants](https://www.trendhunter.com/trends/black-opportunity-fund.md) - [Local Eatery-Elevated Soda Campaigns](https://www.trendhunter.com/trends/super-bowl-lix.md) - [Celebratory Soda Diners](https://www.trendhunter.com/trends/the-125-pepsi-diner.md)