Doritos opens a ghost kitchen catering to late-night cravings.
Doritos unveiled a ghost kitchen menu themed around late-night bites in partnership with Popchew and parent PepsiCo’s Foodservice Digital Lab.
It appears that Doritos, a brand of Frito-Lay, is launching a new initiative called “Doritos After Dark” which is a ghost kitchen (a food preparation space dedicated to off-premise consumption) that will offer a variety of snack foods and meals for delivery. The initiative is being developed in collaboration with PepsiCo’s digital food service unit and Popchew, a New York-based startup that helps companies launch new dining concepts. Doritos After Dark targets Gen Z customers who, according to the latest Frito-Lay Snack Index, believe that snacking after dark is more satisfying. The initiative is also accompanied by an experiential pop-up event in Los Angeles, including interactive elements, photo opportunities, and a co-branded bar. This is not the first time that Frito-Lay has experimented with elevated cuisine, as the brand’s sister brand Cheetos previously created a pop-up restaurant in New York.
the original article is “Doritos opens ghost kitchen catering to late-night cravings“