Pep Place by Pepsi is not a fast food restaurant but a fast beverage restaurant where the drinks take precedence. The destination is said to turn "the traditional ordering process on its head" by inviting fans to pick their Pepsi beverage of choice first, then choosing the food items that will best enhance that pairing.
The drink-first restaurant is launching in select parts of the country for delivery only via delivery partners like Uber Eats, Door Dash and Grub Hub. Now, drinks like Pepsi, Diet Pepsi and the all-new Pepsi Mango can be paired with everything from cheeseburgers to buffalo wings.
The fast beverage restaurant is launching with the Better with Pepsi campaign, which is centered around celebrating Pepsi and food.
Key Themes Behind This Trend
- Virtual Beverage Restaurants
- Pep Place by Pepsi demonstrates a trend towards more virtual beverage-focused establishments and an opportunity to create more personalized food and drink pairing experiences.
- Drink-first Customer Experiences
- Pep Place's emphasis on drinks before food creates an opportunity for businesses to create unique customer experiences that focus on beverage pairings.
- Better with Pepsi Campaign
- The Better with Pepsi campaign and the launch of Pep Place signify a trend towards brand-centric dining experiences that can also create innovative marketing opportunities.
Where This Applies
- Food and Beverage Industry
- The launch of Pep Place and the Better with Pepsi campaign are relevant to the food and beverage industry as a whole, and signal a need for businesses to adapt and innovate in order to stay relevant.
- Technology and Delivery Industry
- The delivery-only model of Pep Place means that businesses in the technology and delivery industry should consider leveraging partnerships with restaurants and offer unique experiences to customers.
- Marketing Industry
- Pepsi's Better with Pepsi campaign demonstrates the trend for brands to become more involved in the dining experience and create unique, immersive marketing experiences for customers.
