How Pepsi Bridges the Digital Divide for Black-Owned Restaurants

A look inside the brand’s ‘Dig In’ program

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Late last year, Pepsi announced an ambitious program to help Black-owned restaurants generate $100 million in sales over five years. Launched with a campaign to celebrate restaurants around the country, “Dig In” is designed to provide exposure and tangible assistance.

One of the more critical components of the program is to provide an eight-week, no-cost consultancy that helps restaurants build online ordering and delivery capabilities. Restaurants may still use third-party vendors like DoorDash and Uber Eats, but creating more direct delivery processes helps avoid service charges that can reach 30% per order—and close the digital divide.



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