PepsiCo Is Bringing New Flavors to 110+ Live Nation Venues
Food has become part of what people look forward to on a night out, and a concert is no exception. Fans want their go-to snack or drink, but they’re also happy to find something they haven’t tried before.
That’s the idea behind PepsiCo’s new multiyear partnership across more than 110 Live Nation venues in the U.S. Fans will find an expanded selection of PepsiCo beverages and snacks, regional favorites and new menu items created specifically for the venue experience.
“We are proud to elevate the concertgoing experience through the power of iconic brands, refreshing beverages and memorable culinary experiences,” said Scott Finlow, Chief Marketing Officer, PepsiCo Away from Home. “Live music and great food naturally bring people together, and this partnership creates new opportunities to engage fans with the brands they already love, while introducing menu offerings and experiences created specifically for the venue, making every concert even more unforgettable.”
Fans have been anticipating the night for weeks or months. They are meeting up with friends, getting there early and looking to make the most of their time at the venue. In that context, food and drink become more than a quick stop on the way to a seat.
“Our goal is to create hospitality experiences that make attending a show even more memorable,” said Andy Yates, Head of Food and Beverage, Live Nation. “PepsiCo beverages and snacks are the perfect complement to our food and beverage program. This partnership allows us to enhance the fan experience by offering options like Doritos and Walking Tacos, gluten-free Sabra Hummus and a wider variety of sodas.”
Familiar Flavors, Made for the Venue
The expanded selection includes beverages like Pepsi, Pepsi Zero Sugar, Mountain Dew, Starry, poppi and Tropicana Lemonade, alongside snacks such as Lay’s, Doritos, Cheetos and Miss Vickie’s.
At select venues, PepsiCo Foods and Live Nation culinary teams are giving familiar flavors a new role with menu items like Street Corn Doritos Loaded Nachos, made with Tostitos Spicy Queso Blanco, Doritos Cool Ranch crisps and Flamin’ Hot marinated tofu. Fans will also find regional selections ranging from Flamin’ Hot Lime Cheetos and Doritos Dinamita to Flamin’ Hot Funyuns, Chili Cheese Fritos and Cheddar Ruffles.
The artist may be why fans buy the ticket, but the food and time with friends help make a concert feel like a full night out.
“This partnership shows what’s possible when two industry leaders combine their strengths to create a better fan experience,” said Hugh Roth, Chief Customer Officer, PepsiCo Away from Home. “Together, Live Nation’s entertainment destinations and PepsiCo’s food and beverage portfolio give operators more ways to meet evolving consumer preferences, drive sales and enhance the guest experience.”
