PepsiCo, makers of not just Pepsi but also various delicious snack products, struck a deal today with Buffalo Wild Wings to become the chain’s exclusive soft-drink provider.
So far so boring. But given the amazing success of Doritos Locos Tacos, one can’t help but wonder whether there aren’t bigger things afoot here. Stephanie Storm has the key quote:
“You’ve got to get in the door with great beverages,” said Kirk Tanner, president of PepsiCo’s food service business, which supplies restaurants and other institutions with the company’s products. “But what this partnership does is give Buffalo Wild Wings a full access pass to all that PepsiCo has to offer.”
Of course PepsiCo has a lot to offer besides beverages. Quaker Oats oatmeal, for example. But I doubt we’ll see oatmeal revolutionizing the Buffalo Wild Wings menu. The game-changer is to follow Taco Bell’s lead and incorporate delicious chips into the food. Doritos-flavored wings. Or something with Fritos. Fritos are great.