SPAIN | PepsiCo has deepened its commitment to the away-from-home channel with the launch of “Pilla Tortilla”, its first restaurant concept globally dedicated to a Spanish tortilla made with Lay’s.
This new venture has brought one of the company’s most iconic brands into the culinary space with an innovative approach that opens the door to new consumption moments and connects PepsiCo directly with consumers through modern, distinctive food experiences aligned with today’s trends.
The company has chosen Madrid as the ideal setting to debut this concept, which blends quality, innovation, and brand identity in a flexible, urban, and social format.
Pilla Tortilla is the first restaurant project by PepsiCo and Lay’s worldwide. With this opening in Madrid, PepsiCo has expanded its food and culinary focus and delivered on its diversification and growth strategy in the away-from-home channel.
"This restaurant brings us closer to consumers by offering an innovative experience that connects the brand to its values in a tangible way,” said Pol Codina, General Manager and Senior Vice President, PepsiCo Food Ventures.
The restaurant is part of PepsiCo’s new Food Ventures global business unit, located in Barcelona, which has been created to elevate the company’s food brands through ready-to-eat solutions that meet evolving consumer needs at home, away from home, and on the go.
This focus is part of PepsiCo’s strategy to grow its away-from-home business while expanding into new consumption occasions and opportunities in meals.
Pilla Tortilla will launch with two business models. In Madrid, there will be a bar-restaurant with a full menu, a delivery and takeaway service, and a takeaway-only kitchen.
Customers can enjoy the tortilla as a slice or “pincho”, a sandwich or a whole tortilla. Each option can be customised with toppings including: Mallorquina: spicy sausage, brie, and honey; Marinera: anchovies and Lay’s; Brava: crispy fried pork belly, alioli, and salsa brava; Serrana: Alvalle tomato gazpacho and diced Iberian cured ham; and Ranchera: pulled pork.
“We wanted to go beyond the typical snack moment and turn something as familiar as eating a tortilla into a unique concept: ‘grabbing a tortilla’, a special shared moment with an authentic brand experience," said Erica Lascorz, Senior Director of innovation marketing for Europe.
"This project shows our commitment to elevating one of our most iconic brands with proposals that connect with consumers and strengthen brand recognition."
The culinary development of the project has been overseen by chef Miguel Carretero, who led the Santerra restaurant, which earned a Michelin star in 2024.
Carretero worked closely with the brand team on technical validation of the recipe, bringing his expertise and creativity to ensure that the integration of Lay’s enhances both the quality and flavour of the tortilla, striking the perfect balance between innovation and respect for tradition.
Lay’s signature creativity runs throughout the menu, appearing in starters such as fish and chips with Lay’s Salt and Vinegar, marinated mussels with lime-mayo and Lay’s, and white anchovies with Lay’s.
Side dishes, including cherry tomatoes, lettuce hearts, Padron peppers, and appetisers such as Alvalle gazpacho with croutons, add freshness, colour, and texture. Desserts feature playful sweet-savoury contrasts, pairing Lay’s with chocolate, goat’s cheese with honey and dulce de leche ice cream.
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