Menu by PepsiCo: Smarter menus, stronger connections

Menu by PepsiCo: Smarter menus, stronger connections

For years, menus were paper lists with only words and no photos. You had to imagine what your meal would look like. Today, menus are vibrant, image-packed, and just a tap away on your phone. In a world where your next meal is at your fingertips, this evolution has changed how people order food.

André Moraes, Head of the PepsiCo Digital Lab, has been watching this change closely, and the numbers are telling. At quick service restaurants - those with counter service, drive-thru or self-service kiosks - the majority of in-person orders include a drink. But online? That's significantly lower. Why? Because many restaurants simply reuse their in-store menus without adding images of drinks. If people can't see that ice-cold beverage, it's easy to forget to order it. "There should be a different way of approaching it," André says.

That's where Menu comes in. Launched by PepsiCo Digital Lab in 2023 and powered by Global S&T, Menu is a platform that blends technology, design, data, and live support to help restaurants around the world modernize their menus. From big-name franchises to cozy neighborhood spots, results have been impressive: a number of independent restaurants have seen sales jump as much as five times. PepsiCo's customer Los Verdes achieved a 41% increase in beverage sales following Menu optimization.

Our customers have access to all of the latest and greatest technology and our goal is to see them grow.

Real-time customization made easy

Customization is at the heart of Menu. With just one click, restaurant operators can update prices, rearrange menu layouts, tweak descriptions, and swap photos wherever their menus appear. "This is industry leading in beverage partnerships," André says. "Our customers have access to all of the latest and greatest technology and our goal is to see them grow."

When Menu first launched, every menu was reviewed individually by PepsiCo's team members to provide suggestions. Through continuous refinement and innovation, the team automated key parts of the process - powering more than 1 million menus to date.

But André is quick to point out that AI is just part of the story. AI and automation have enabled the Menu team to reach even more restaurant partners - spending more time meeting with them and supporting the review of the analyses as well as conducting hands-on optimizations. This connection helps turn data into decisions that are unique to each business. "AI is helping us deliver intelligence to our customers faster and scale these solutions," André says. "Our team continues to visit customers in-person and offer one-to-one support whenever needed, so we retain that personal touch."

Smarter decisions through AI

Menu planning is about predicting what people want to eat and drink. With real-time consumer insights, Menu gives restaurants a clear view into what's working, from best-selling items to combo meals that encourage people to try something new.

Menu works by gathering data from popular ordering platforms like DoorDash, Uber Eats, Toast and restaurant's proprietary point-of-sale (POS) platforms. "We're not only giving them the insights," André says, "we're enabling them to make the changes and optimize their menus in real-time."

For instance, one upcoming feature automatically generates an exclusive combo based on purchase trends. If data shows people often order a Starry with a chicken sandwich, Menu suggests a "Starry Chicken Combo," complete with a photo, description and price. "All the operator needs to do is see that and say 'yes, publish it' and it goes to all their menus," André says.

AI then tracks how the combo performs, helping restaurants fine-tune their menus, so they always match customer cravings. Great photography is another important piece of the puzzle. Menu uses engaging photography to pair items with PepsiCo beverages, "setting the table," as André puts it - encouraging people to order full meals.

Partnership, personified

While large chains have entire teams dedicated to menu planning, smaller restaurants often have to do it themselves. Menu levels the playing field by giving every PepsiCo customer free access to its full suite of features.

At its core, Menu is about partnership. Diners have fresher choices and more appealing combos. For restaurants, they get the right tools, insights, and support to grow their business. André says, "By helping create the best meal experiences at any restaurant, we can be more than a beverage partner."

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