Snack companies are increasingly looking beyond supermarket shelves and into restaurants and cafes as they search for new ways to grow. The shift reflects a broader effort to turn familiar packaged products into in-person food experiences that can deepen consumer engagement.
One example comes from PepsiCo-owned Lay’s, which launched Pilla Tortilla in Madrid in March. The eatery serves traditional Spanish tortillas while using the brand’s crisps as a central ingredient, linking a well-known snack product with a fresh dining concept.
The approach highlights how food brands are trying to blend culinary experiences with their established product lines. Instead of relying only on retail sales, companies are exploring venues where customers can interact with the brand in a more immersive way and see its products used in new formats.
For snack makers, restaurants can also serve as a showcase for creativity and brand relevance. By moving from chips packets to cafe-style settings, companies are testing whether foodservice can become a meaningful extension of their traditional business.
