PepsiCo has opened a Lay’s potato-themed restaurant in Shanghai, marking a new step in its experiential marketing strategy in China.

Located in the city’s Xintiandi district, the restaurant offers an immersive, limited-time brand experience built around Lay’s, combining food, design, and cultural collaborations. The concept aims to engage younger consumers who increasingly favor experience-driven consumption over traditional product ownership.

The venue features a diverse menu of potato-based dishes, including Shanghai-exclusive creations, and incorporates both Eastern and Western culinary influences. The opening also includes collaborations with chefs and fashion partners, alongside interactive installations and retail merchandise tied to the brand.

PepsiCo described the project as a “test-and-learn” model to explore new consumption occasions beyond traditional snacking, particularly in the away-from-home channel. The initiative is expected to inform similar brand activations in other global markets.

The move highlights PepsiCo’s broader strategy to deepen consumer engagement through immersive experiences and expand the role of its snack brands into lifestyle and dining spaces.