Madrid, March 9, 2026.- PepsiCo® is deepening its commitment to the away-from-home channel with the launch of “Pilla Tortilla®”, its first restaurant concept globally dedicated to a Spanish tortilla (omelet) made with Lay’s®. This new venture brings one of the company’s most iconic brands into the culinary space with an innovative approach that opens the door to new consumption moments and connects PepsiCo directly with consumers through modern, distinctive food experiences aligned with today’s trends.
The company has chosen Madrid — a dynamic, trendsetting city — as the ideal setting to debut this concept, which blends quality, innovation, and brand identity in a flexible, urban, and social format.
“Pilla Tortilla is the first restaurant project by PepsiCo and Lay’s anywhere in the world. With this opening in Madrid, PepsiCo is expanding its food and culinary focus and delivering on our diversification and growth strategy in the away-from-home channel. This restaurant brings us closer to consumers by offering an innovative experience that connects the brand to its values in a tangible way,” said Pol Codina, General Manager and Senior Vice President, PepsiCo Food Ventures.
The restaurant is a part of PepsiCo’s new Food Ventures global business unit, located in Barcelona, which has been created to elevate the company’s food brands through ready-to-eat solutions that meet evolving consumer needs at home, outside the home and on the go. This focus is part of PepsiCo’s strategy to grow its away-from-home business while expanding into new consumption occasions and opportunities in meals.
Pilla Tortilla will launch with two business models. In Madrid there will be a bar restaurant with a full menu and a delivery and takeaway service, and a takeaway only kitchen.
Customers 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, alioli, and salsa brava; Serrana: Alvalle tomato gazpacho and diced Iberian cured ham; and Ranchera: pulled pork.
“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. This project shows our commitment to elevating one of our most iconic brands with proposals that connect with consumers and strengthen brand recognition,” said Erica Lascorz, Senior Director of innovation marketing for Europe.
The culinary development of the project has been overseen by chef Miguel Carretero, who led Santerra restaurant, which earned a Michelin star in 2024. Carretero worked closely with the brand team on technical validation of the recipe, bringing his expertise and creativity to ensure that the integration of Lay’s enhances both the quality and flavor of the tortilla—striking the perfect balance between innovation and respect for tradition.
Lay’s signature creativity runs throughout the menu, appearing in starters such as fish and chips with Lay’s Salt and Vinegar, marinated mussels with lime-mayo and Lay’s, and white anchovies with Lay’s. Side dishes—including cherry tomatoes, lettuce hearts, Padron peppers, and appetizers such as Alvalle gazpacho with croutons—add freshness, color, and texture. Desserts feature playful sweet savory contrasts, pairing Lay’s with chocolate, goat’s cheese with honey and dulce de leche ice cream.
“Lay’s is part of the collective imagination of many generations, and bringing its identity into such an emblematic recipe as tortilla was an exciting challenge. We worked to ensure its presence felt meaningful and added value to the dish without losing its essence. The result is a tortilla that’s instantly recognizable, but with a twist,” said chef Miguel Carretero.
Media Contact: katie.omahony@pepsico.com
Assets: Photography, brollPilla Tortilla is PepsiCo’s first global restaurant concept centered on reinterpreting the classic Spanish omelet using Lay’s as its signature ingredient. The project brings the approachable, social, fun‑loving spirit of the brand into the restaurant world, offering various formats and combinations that adapt to the rhythm of modern city life. With two locations in Madrid, the concept blends product, experience, and culinary experimentation as a platform for exploring new forms of direct consumer connection. More: visit www.pillatortilla.com
Locations:
Opening hours: Monday to Sunday, 9:00 AM – 12:00 AM
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $94 billion in net revenue in 2025, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and drinks, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that places sustainability at the center of our business strategy, seeking to drive growth and build a stronger, more resilient future for PepsiCo and the communities where we operate. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.