WS Investor
09 Mar 2026, 19:29
PepsiCo announced the launch of “Pilla Tortilla,” the world’s first Lay’s-branded restaurant, opening in Madrid, Spain, as part of its strategy to expand into the away-from-home food market.
The new concept reimagines Spain’s traditional tortilla (omelet) using Lay’s potato chips as a signature ingredient, with the menu developed in collaboration with Michelin-starred chef Miguel Carretero. Customers can order the tortilla in multiple formats—including slices, sandwiches or whole portions—with customizable toppings such as Iberian ham, anchovies, pork belly and aioli.
The restaurant is part of PepsiCo’s Food Ventures unit, which focuses on creating ready-to-eat dining concepts and new consumption occasions beyond traditional snack moments, while strengthening direct engagement with consumers. Two locations in Madrid will operate under the concept, including a full-service restaurant and a takeaway-focused kitchen.
The new concept reimagines Spain’s traditional tortilla (omelet) using Lay’s potato chips as a signature ingredient, with the menu developed in collaboration with Michelin-starred chef Miguel Carretero. Customers can order the tortilla in multiple formats—including slices, sandwiches or whole portions—with customizable toppings such as Iberian ham, anchovies, pork belly and aioli.
The restaurant is part of PepsiCo’s Food Ventures unit, which focuses on creating ready-to-eat dining concepts and new consumption occasions beyond traditional snack moments, while strengthening direct engagement with consumers. Two locations in Madrid will operate under the concept, including a full-service restaurant and a takeaway-focused kitchen.