PepsiCo takes Lay’s from snack aisle to restaurant table with “Pilla Tortilla” in Spain
The concept reimagines the classic Spanish tortilla (omelet) by incorporating Lay’s chips as a signature ingredient across menu items and offers the tortilla by the slice (pincho), sandwich, or whole tortilla, with customizable toppings such as Mallorquina (spicy sausage, brie, honey) and Marinera (anchovies and Lay’s).
SPAIN – PepsiCo has unveiled “Pilla Tortilla,” its groundbreaking first-ever restaurant concept worldwide dedicated to Lay’s-infused Spanish tortillas, debuting in Madrid to redefine snacking in the away-from-home dining scene.
This venture, under PepsiCo’s Food Ventures unit transforms the iconic Lay’s brand into a full culinary experience, blending innovation with Spain’s beloved omelet tradition in a trendy, urban format.
The project is part of PepsiCo’s Food Ventures strategy, a new global business unit based in Barcelona focused on expanding away-from-home channels and creating ready-to-eat experiences that connect brands directly with consumers.
Located at Calle Fuencarral 102 and Corredera Alta de San Pablo 3 in central Madrid, Pilla Tortilla offers flexible models, including a bar-restaurant with delivery and takeaway, open daily from 9 AM to midnight.
The menu reimagines the classic tortilla as customizable slices (“pinchos”), sandwiches, or whole portions, topped with creative options like spicy sausage with brie and honey (Mallorquina), anchovies with Lay’s (Marinera), or pulled pork (Ranchera).
Starters feature Lay’s in fish and chips with salt and vinegar, marinated mussels, and white anchovies, while sides and desserts add fresh twists like gazpacho and chocolate-Lay’s pairings.
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 the tortilla’s quality and flavour, striking the perfect balance between innovation and respect for tradition.
“We wanted to go beyond the typical snack moment and turn something as familiar as eating a tortilla into a unique concept,” noted Erica Lascorz, Senior Director of innovation marketing for Europe.
Pol Codina, General Manager of PepsiCo Food Ventures, emphasized the project’s role in expanding away-from-home channels and creating new meal occasions amid evolving consumer trends toward versatile, brand-driven experiences.
This launch exemplifies PepsiCo’s strategy to elevate food brands through ready-to-eat solutions, directly connecting with consumers in dynamic cities like Madrid.
This initiative underscores the power of creative branding in the modern food and beverage sector, successfully turning a household snack into the centerpiece of a sophisticated dining destination.
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