PepsiCo has opened its first Leas brand restaurant concept, Pella Tortilla, in Madrid, Spain.
The move is in line with the food and beverage giant’s larger strategy to grow its ‘away from home’ channel and create new opportunities for consumers to engage with the brand.
The new concept revolves around Spain’s classic tortilla (potato omelet), reinvented to include Lee’s Potato Chips as a defining ingredient. It was created in partnership with Michelin-starred chef Miguel Carrillo.
In a statement, PepsiCo said Madrid serves as the “ideal setting” to launch the concept, which it describes as combining “quality, innovation, and brand recognition” in a “flexible, urban, and social format.”
Paul Codina, senior vice president and general manager of PepsiCo Food Ventures, said: “Pella Tortilla is the first restaurant venture by PepsiCo and Lee’s anywhere in the world.
“With this opening in Madrid, PepsiCo expands its food and culinary focus and delivers on our diversification and growth strategy in the away-from-home channel.”
The restaurant is part of PepsiCo’s global food business unit in Barcelona. It focuses on ready-to-eat formats that connect the company’s snack labels with consumers in a variety of settings, from on-the-go consumption to food service locations.
Pella Tortilla will start with two operating models. In Madrid, one format is a bar-restaurant setting that provides food service along with delivery and takeout. Another is a separate kitchen dedicated only to take-out orders.
For the menu, Carretero worked with PepsiCo’s brand team to adapt the tortilla recipe, so the chips blend together while maintaining the traditional profile of the dish.
Tortillas are offered in several forms, including slices (panchos), sandwiches and whole portions.
Customers can choose toppings such as spicy sausage with brie and honey, anchovies with lees, pork belly with alioli and salsa brava, and Iberian cured ham with gazpacho, among others.
“Liz has been part of the collective imagination of many generations, and bringing its identity to such an iconic concoction as the tortilla was an interesting challenge. The result is a tortilla that is instantly recognizable, but with a twist,” said Carretero.
“Pepsico Opens First Lease-Brand Restaurant in Spain” was originally created and published by Verdic Food Service, a brand owned by Global Data.
The information on this site is included in good faith for general information purposes only. It does not amount to advice on which you should rely, and we make no representations, warranties or guarantees, either express or implied, as to its accuracy or completeness. You should obtain professional or expert advice before taking, or refraining from, any action based on the content on our site.
PepsiCo
