From the aisle to the table: PepsiCo’s immersive restaurants around the world

From street food to fine dining, today’s consumers are looking for more than just great taste — they’re looking for experiences they can step into, share, and remember. Around the world, PepsiCo is bringing Lay’s and Tostitos to life through innovative restaurant experiences that blend flavor with chef-designed recipes, culture, and community.

"As meals remain as a white space for PepsiCo, we have the opportunity to stretch our brands into away from home," said Pol Codina, general manager and senior vice president, PepsiCo Food Ventures. “These experiences allow us to stay close to consumers by bringing Lay’s and Tostitos into meals, cultural rituals, and shared experiences that feel authentic to the way people eat today.”

These destination-worthy concepts are more than what’s on the menu. They’re a way for people to connect with Lay’s and Tostitos through real food moments inspired by local culinary culture. From China to Spain to Mexico to New York City, see how we’re creating new meal occasions by turning familiar brands into memorable food experiences.

Reimagining the potato as a culture forward dining experience

In Shanghai’s trendsetting Xintiandi district, Lay’s opened China’s first potato‑themed Lay’s restaurant that transforms the potato into a full culinary and visual journey.

The limited-time restaurant blends food, fashion, and art, inviting guests to explore potato‑inspired dishes and drinks that draw from both Eastern and Western flavors. The menu celebrates the versatility of the potato — from light bites and mains to desserts and signature beverages — while introducing Shanghai exclusive creations that balance sweet and savory in unexpected ways.

Lay’s also collaborated with Michelin-starred chef Francesco Bonvini and chef Tian Shuai on a limited-time menu that follows the potato’s journey — from planting and harvest to the finished chip.

“As part of PepsiCo’s growth strategy, we’re connecting our brands to the food experiences consumers are increasingly seeking — creating new ways to enjoy Lay’s beyond traditional snacking and helping unlock new occasions in the away-from-home channel,” said Nina Mu, chief marketing officer, Greater China Foods, PepsiCo.

Beyond the plate, design plays a starring role. Interactive interiors and art installations tell the story of how potatoes become Lay’s chips, while fashion collaborations and limited-edition merchandise extend the experience beyond the restaurant itself. The result is a place built to be explored, photographed and shared — bringing Lay’s to life in a way that resonates with experience‑seeking, culture‑driven consumers.

Where creativity meets casual dining

In Madrid, PepsiCo took Lay’s in a new direction with Pilla Tortilla, the brand’s first‑ever restaurant concept centered around one fan favorite: the Spanish tortilla (omelet). Designed as a playful, modern dining experience, Pilla Tortilla reimagines how and when people enjoy Lay’s by creating recognizable flavors in a sit-down setting.

Created in collaboration with Michelin-starred chef Miguel Carretero, the menu reimagines classic Spanish flavors with Lay’s at the center. Highlights include fish and chips made with Lay’s Salt and Vinegar chips, gazpacho with Padrón peppers, and desserts topped with ingredients like chocolate, honey, and dulce de leche. Diners can enjoy the tortilla as a slice or “pincho,” a sandwich or a whole tortilla. Each option can be customized with toppings including Mallorquina: spicy sausage, brie, and honey; Marinera: anchovies and Lay’s; Brava: crispy fried pork belly, aioli, and salsa brava; among others.

“We wanted to go beyond the typical snack moment and turn something as familiar as eating tortilla into a unique concept: ‘grabbing a tortilla’ — a special shared moment with an authentic brand experience,” said Erica Lascorz, senior director of innovation marketing for Europe.

Pilla Tortilla reflects PepsiCo’s focus on creating new meal moments for consumers that go beyond snacking. The restaurant blends familiar flavors fans know and love with fresh, made-to-order dishes and local dining culture — inviting consumers to experience Lay’s in new, shareable ways around the table.

A celebration of corn, craft, quality, and connection

In the heart of New York City, Casa de Tostitos brought the brand’s newly refreshed identity to life through a vibrant immersive brand experience rooted in Tostitos’ central ingredient: corn.

The one-weekend-only multisensory experience gave guests a behind-the-scenes look at Tostitos’ corn-to-chip story through live, small-scale masa-making demonstrations; a curated culinary experience anchored in corn; and live cocktail demonstrations reflecting the Tostitos “fiesta spirit.” Casa de Tostitos extended beyond the table with music, artisan goods, and a curated market featuring exclusive merchandise.

“Casa de Tostitos is a natural extension of where we’re taking the brand. Our refresh is grounded in craft, quality, and connection, and an elevated, immersive experience is one of the most powerful ways to bring those pillars to life beyond the shelf,” said Jess Spaulding, vice president of marketing, PepsiCo Foods U.S.

Street food, made by and for the community

Across Mexico, street food is more than a way to eat — it’s a way of life. Tosticentros taps into that creative flavor exploration, transforming Tostitos into made-to-order meals that come together right in front of you. Rooted in local tradition, the platform captures the spontaneity of the street: fresh ingredients, bold toppings, and food that’s customized on the spot and shared in the moment. Customers can try endless combinations including meals with toppings like Mexican street corn, chicken, cheese, carrots, cucumber, peanuts, gummy candies, and of course the essential ingredient — chile — in its many forms (sauce, powder, or chopped).

But Tosticentros is as much about people as it is about flavor. Designed as a platform for street food entrepreneurs, it creates space for thousands of small business owners to bring their own recipes and creativity to life — exploring new combinations while staying true to the authenticity that defines street culture.

Inspired by the Tosticentros platform, the brand launched Rincón Tostitos in 2025 — its first physical location in Monterrey. Designed as a family-friendly mini restaurant, the space brings the brand’s signature flavors to life through freshly prepared recipes, and a shared dining experience centered on unforgettable moments.

The result is an experience that feels unmistakably local and inherently social. Customers gather to watch their food being prepared and shape every bite to their liking. In doing so, Tosticentros and Rincón Tostitos turn a familiar snack into something more: meals that reflect real communities, real livelihoods, and real moments.

Bringing brands to life through food

As consumers seek more meaningful food experiences, we’re bringing Lay’s and Tostitos beyond the grocery aisle and into immersive dining moments that reflect how people eat, gather, and connect in real life. By combining culinary creativity, cultural collaboration, and thoughtful design, these experiences transform everyday foods into social, shareable celebrations rooted in local culture and connection.