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The restaurant industry, which is the second largest employer of human capital in India after agriculture, was severely impacted due to the ban on social gathering during the lockdown.
With 4 out of 10 restaurants likely to shut down and rest continuing to be in the doldrum, restaurants were struggling, and the workers were unemployed in the crisis.
The environment that we operate in, matters to us. The restaurant industry is an integral part of the ecosystem and has been severely impacted by the ongoing health challenge. Both restaurants and restaurant workers were struggling. Hence, the endeavour was to find various meaningful ways to provide support to the ecosystem.
#PepsiSaveOurRestaurants, was a novel partnership initiative between beverage brand Pepsi, restaurant industry body National Restaurant Association of India (NRAI) and leading technology platform and digital delivery aggregator Swiggy to support distressed restaurant workers. As part of the initiative, whenever a consumer added ANY soft drink (even a competitor brand) to their meal order on Swiggy, Pepsi contributed part of the proceeds to NRAI who in turn provided meals to the impacted workers and the families of the restaurant community.
With approx. 2.5 million meals being dispensed, #PepsiSaveOurRestaurants, was a timely movement that not only provided food security support to marginalized restaurant workers as well as their families, but also increased demand for food via delivery and improved discoverability for restaurants on the delivery app.
#PepsiSaveOurRestaurants became a powerful humanitarian movement from home:
While we served the community, we also grew in love and respect:
