PepsiCo's Foodservice Focus

Website aims to grow restaurants

PURCHASE, N.Y. -- A new PepsiCo resource devoted to growing the foodservice trade is coming online, bringing data and insights to restaurant operators at GrowMyRestaurant.com.

By providing information and tools via a one-stop shop that address an operator's most pressing needssuch as driving traffic, growing average check, managing employees and understanding their customers and competitionGrowMyRestaurant.com delivers business-building solutions to [image-nocss] the fingertips of restaurant operators, according to the company.

"Given today's economic climate, we know operators are looking for innovative ways to drive traffic and increase sales," said Margery Schelling, chief marketing officer of PepsiCo Foodservice. "That's what makes something likeGrowMyRestaurant.com more relevant than evera site dedicated to providing busy restaurant owners with all the tools they need to stay profitable and maintain loyal customers and employees."

Tests in early 2009 by potential users indicateGrowMyRestaurant.com is hitting its target, the company stated. Says the general manager of one casual-dining restaurant, "You're always looking at what competition is doing, always trying to grow the business and always trying to look for ways to have the edge. Finding information about the restaurant business is not that easy. I am really interested to see what kind of information this could provide."

Content categories include:
Local Marketplace Insights Menu Development Tips Management Guidance Loyalty-Building Solutions Profit-Driving Tools Industry Trends PepsiCo products and services GrowMyRestaurant.com was developed in response to operators reporting they find current Web-based services irrelevant to their businesses. "Too generic" is a common complaint, as is the sense that the information offered is "self-serving" to the vendors who present the sites, the company said. GrowMyRestaurant.comtakes a different tack, determined to offer services and tools with specific calls to action; "no fluff" is its mantra, according to PepsiCo. Users will find free, downloadable applications and material geared toward quick service and casual dining establishments alike.

The site, developed in partnership with Tribal DDB, launches on May 13, 2009.

The PepsiCo Foodservice Division integrates the relevant units of Pepsi-Cola and Frito-Lay together with Quaker, Tropicana and Gatorade in the United States and Canada. Rooted in PepsiCo's "Power of One" principles, PepsiCo Foodservice leverages the scale and breadth of the corporation's brands to provide a unified voice to its customers and deliver competitive advantage in the fast-growing foodservice and vending channels.