Pepsi is taking on the ghost kitchen craze by launching Pep’s Place—a “beverage-first” virtual restaurant. YPulse told you how ghost kitchens (aka virtual restaurants) are experiencing “explosive growth” as delivery-only brands engaging with young consumers. As online ordering became the new normal last year, digital restaurants created a space for brands to take advantage of unused kitchens and test new branded menu items—some even tricked foodies along the way (yes, we’re talking about Chuck E. Cheese’s Pasqually’s Pizza). Celebrities and influencers including Mariah Carey, Mario Lopez, and YouTuber Jimmy Donaldson (MrBeast Burger) have also dropped their own virtual restaurants to build their brands. Now, it seems that CPG players are entering the space: Pepsi is getting in on the trend with their launch of Pep’s Place, a beverage eatery that pairs Pepsi soda flavors with diner food staples. Food is becoming entertainment, and digitizing the restaurant experience could help brands engage with young people online while building a wider fan-base. (Marketing Dive, Fast Company)
