The Pepsi DIG IN platform was created to drive meaningful, measurable impact, with a bold commitment to generate at least $100 million in sales for Black-owned restaurants over five years.

Beyond revenue, the program was designed to provide access. It leveraged the full ecosystem of resources available through PepsiCo, offering mentorship, business acceleration, and training to help Black-owned restaurants not just survive but scale. This wasn’t about short-term support; it was about long-term growth, sustainability, and ownership.

The initiative launched nationally with a powerful TV spot titled “Savor the Sound.” The film centered culture as the connective tissue, spotlighting four Black-owned restaurants across Texas, Florida, and Washington, D.C. Through rhythm, atmosphere, and everyday moments, the work celebrated the unmistakable sounds of Black culinary spaces, places where food, culture, and community converge.

The launch set the tone for the platform: lead with respect, invest with intention, and amplify Black-owned businesses authentically, celebratively, and impactfully.