PepsiCo has opened “Pilla Tortilla,” its first Lay’s-branded restaurant, in Madrid, Spain. The concept is part of PepsiCo’s Food Ventures strategy to expand its away-from-home business and create new meal occasions. The restaurant’s menu reworks Spanish tortilla by using Lay’s as a core ingredient, developed with Michelin-starred chef Miguel Carretero. PepsiCo said the launch will operate in 2 formats in Madrid: a bar restaurant with delivery and takeaway, and a takeaway-only kitchen.
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