PepsiCo is looking to match consumers with its foodservice partners (i.e., companies and restaurants that serve Pepsi products in their establishments) with a marketing program that combines a mobile application and a loyalty program.
“It’s all about how you engage with consumers, and it’s all about how consumers are living their lives,” Margerie Schelling, chief marketing officer for PepsiCo Foodservice, tells Marketing Daily . “I don’t know any consumers who aren’t traveling around with their phones.”
In mid-May, PepsiCo will launch Pepsi Loot, an iPhone app that uses geotargeting for people to find nearby restaurants that serve Pepsi beverages, ranging from chains Taco Bell, Pizza Hut, Arby’s and Panda Express to individual restaurants that have Pepsi contracts, Schelling says. “It’s a big equalizer,” she says. “It’s bringing a lot of awareness to some of our smaller partners.”
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