Digital disruption driven by consumer engagement with technology is rapidly changing the restaurant and hospitality industry, allowing PepsiCo to launch its PepsiCo Foodservice Digital Lab, a first-of-its-kind suite of capabilities built to connect foodservice operators with the companies, services, insights and solutions best suited for their specific digital and online needs.
"The digital age has disrupted everything – including the way people order, eat and experience food and beverages," says Scott Finlow, Chief Marketing Officer of PepsiCo Foodservice. "PepsiCo is helping our customers stay ahead of the curve in regard to understanding the latest technology and consumer trends impacting the foodservice industry. With the customer-focused Digital Lab, we created a one-stop service for operators to access the resources and knowledge needed to drive a better consumer experience and impactful business results in the digital era."
Many foodservice operators have been seeking out more information regarding technology and how to use it to their advantage. A recent survey found that nearly half of foodservice operators (47 percent) felt unsure about the longevity of emerging technology and whether it's here to stay. Meanwhile, nearly two-thirds (63 percent) plan to upgrade their tech some way this year, but expressed frustration about the time and energy needed to research and onboard the best solutions for their business.
PepsiCo has knowledge that spans the entire food and beverage landscape and is bringing all of its insights to address pain points and create a seamless operator experience that will benefit consumers. Using a mix of human and tech-driven touch points, the Digital Lab will teach operators how to identify and deploy technology solutions that benefit their business through four elements:
1) Digital Insights: Using proprietary and partner inputs, PepsiCo will share unique insights with its customers, including the digital habits of their target demographics.
2) Digital Playbooks: The Lab will provide operators with comprehensive solutions to make digital tools approachable, achievable, and effective for businesses of any size – from the small pizza place on the corner to global quick serve food chains.
3) Digital Activation: PepsiCo will partner with operators to optimize the execution and activation of digital solutions such as online ordering and delivery platforms to increase beverage and snack sales.
4) Digital Innovation: Tapping into tools like voice, augmented reality, and machine learning, PepsiCo will experiment with the latest digital innovations and build into practice through customers' platforms.
The Digital Lab will also help operators maximize critical aspects of their digital footprint by managing online reviews and search engine resuls.