CHINA | Lay’s has officially opened China’s first Lay’s Potato Restaurant in Shanghai’s Xintiandi district, an immersive, limited-time brand experience.
Located in one of China’s most trend-forward lifestyle hubs, the restaurant blends food, fashion, and art to invite consumers into Lay’s brand world, creating moments designed to be experienced, shared, and remembered.
This is the latest example of how PepsiCo has been working to grow in the away-from-home channel and create new meal occasions associated with its brands.
Tapping into a growing consumer trend
In recent years, consumer priorities in China have shifted from ownership to experience. From immersive exhibitions and themed dining to brand collaborations and experience-led consumption, younger consumers are increasingly seeking tangible, shareable, and emotionally meaningful moments.
“As part of PepsiCo’s growth strategy, we’re connecting our brands to the food experiences consumers are increasingly seeking, creating new ways to enjoy Lay’s beyond traditional snacking and helping unlock new occasions in the away-from-home channel,” said Nina Mu, Chief Marketing Officer, Greater China Foods, PepsiCo.
Shanghai is an exciting test-and-learn market for us, and this restaurant brings together culinary creativity, culture and partnerships in a way that can inform how we build brands across geographies.
With a distinctive façade and interactive interiors, guests can explore potato-inspired dishes and drinks that bring Lay’s flavour cues to the table, helping make the space a new destination for locals and visitors.
Reimagining the potato
The debut of the Lay’s Potato Restaurant in Shanghai goes beyond celebrating the intrinsic value of the ingredients, as it redefined the entire experience around the “farm-to-table” concept.
From imaginative potato-based dishes to artistic exterior installations and thoughtfully designed interior spaces, Lay’s embedded its brand story into every detail. Guests can explore a diverse menu that showcases the versatility of potatoes throughout the day.
Inspired by premium potatoes and classic Lay’s chips, the menu reinvented familiar dishes through a fusion of Eastern and Western culinary techniques. From appetisers and hearty mains to light bites, desserts, and signature beverages, the offerings cater to a variety of occasions, from casual breaks and social gatherings to light meals, bringing new layers of enjoyment to everyday dining.
The restaurant also debuted four Shanghai-exclusive mashed potato creations, pairing a creamy base with ingredients including strawberry, mango, shrimp, and octopus to balance sweet and savoury notes.
For the opening, Lay’s collaborated with Michelin-starred chef Francesco Bonvini and chef Tian Shuai on a limited-time menu that followed the potato’s journey.
Co-creation and crossovers
Beyond the menu, the restaurant used spatial storytelling and interactive design to create a multi-sensory experience, strengthening Lay’s connection with culture-driven consumers. Lay’s partnered with fashion brand 8ON8 to create art installations, including façade characters that playfully depict the transformation from potato to chip.
Inside, the first floor features potato-and-chip-inspired textures and design elements that turn the ingredient into the centrepiece of the space. On the second floor, the “farm-to-table” story continues with tabletop displays that trace the path from farm to factory to chip, plus a terrace and private dining rooms designed for social sharing.
A dedicated retail zone offers limited-edition Lay’s merchandise, including potato-inspired packaging and accessories, as well as co-branded fashion items. The products extend the experience beyond the restaurant, giving fans new ways to bring Lay’s into everyday moments.
A new benchmark for brand experience innovation
The Lay’s Potato Restaurant is a new milestone in experiential marketing, bringing Lay’s brand promise to life through food innovation, co-creation, and immersive design. The concept helps strengthen the connection with younger consumers and offers learnings that can inspire brand experiences across markets.
As a flagship brand within PepsiCo’s convenient foods portfolio, Lay’s continues to explore new ways to engage consumers through culture, culinary creativity, and partnerships.
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