PepsiCo has officially entered the restaurant space with the launch of “Pilla Tortilla®”, its first restaurant concept globally dedicated to a Spanish tortilla (omelet) made with Lay’s®.
According to the press release, The company has chosen Madrid — a dynamic, trendsetting city — as the ideal setting to debut this concept, which blends quality, innovation, and brand identity in a flexible, urban, and social format.
The restaurant is a 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, outside the 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 and 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 customized 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.
The culinary development of the project has been overseen by chef Miguel Carretero, who led 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 flavor 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 appetizers such as Alvalle gazpacho with croutons—add freshness, color, and texture. Desserts feature playful sweet savory contrasts, pairing Lay’s with chocolate, goat’s cheese with honey and dulce de leche ice cream.
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According to the press release, The company has chosen Madrid — a dynamic, trendsetting city — as the ideal setting to debut this concept, which blends quality, innovation, and brand identity in a flexible, urban, and social format.
The restaurant is a 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, outside the 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.
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Pilla Tortilla will launch with two business models. In Madrid there will be a bar restaurant with a full menu and 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 customized 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.
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The culinary development of the project has been overseen by chef Miguel Carretero, who led 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 flavor 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 appetizers such as Alvalle gazpacho with croutons—add freshness, color, and texture. Desserts feature playful sweet savory contrasts, pairing Lay’s with chocolate, goat’s cheese with honey and dulce de leche ice cream.
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