PepsiCo has opened its first Lay’s-branded restaurant concept, Pilla Tortilla, in Madrid, Spain.
This innovative move aligns with PepsiCo’s strategy to expand its ‘away-from-home’ channel, creating new opportunities for consumers to engage with the brand. The restaurant concept aims to blend traditional Spanish cuisine with a modern twist, showcasing the versatility of Lay’s potato chips.
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The new concept revolves around Spain’s classic tortilla (potato omelette), reimagined to include Lay’s potato chips as a defining ingredient. This unique twist was developed in collaboration with Michelin-starred chef Miguel Carretero, who has a reputation for blending traditional flavors with modern culinary techniques.
PepsiCo describes Madrid as an “ideal setting” for this debut, emphasizing the restaurant’s combination of “quality, innovation, and brand identity” within a “flexible, urban, and social format.” This reflects a growing trend where food brands are looking to create immersive dining experiences that resonate with consumers.
Pol Codina, PepsiCo’s senior vice-president and general manager of food ventures, stated, “Pilla Tortilla is the first restaurant project by PepsiCo and Lay’s anywhere in the world.” This opening marks a significant step in PepsiCo’s strategy to diversify its offerings and enhance its presence in the foodservice sector.
The restaurant is part of PepsiCo’s new food ventures global business unit based in Barcelona, focusing on ready-to-eat formats that connect the company’s snack labels with consumers in various settings, from on-the-go consumption to traditional foodservice locations.
Pilla Tortilla will operate under two distinct models. In Madrid, one format features a bar-restaurant setting that provides eat-in service alongside delivery and takeaway options. The other model is a dedicated kitchen solely for takeaway orders, catering to the increasing demand for convenience in dining.
The menu is a testament to Carretero’s culinary expertise, as he collaborated with PepsiCo’s brand team to adapt the traditional tortilla recipe. Lay’s chips are incorporated into the dish while maintaining its classic profile. The tortilla is available in several formats, including slices (pinchos), sandwiches, and whole portions, making it accessible to a wide range of customers.
Customers can choose from an array of toppings, such as spicy sausage with brie and honey, anchovies paired with Lay’s, crispy pork belly with alioli and salsa brava, and diced Iberian cured ham served with gazpacho. Each option reflects a blend of traditional Spanish flavors and contemporary culinary creativity.
Carretero expressed his excitement about the project, stating, “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. The result is a tortilla that’s instantly recognizable, but with a twist.” This sentiment captures the essence of Pilla Tortilla, where nostalgia meets innovation in a deliciously engaging way.
