Pepsi Taps Slutty Vegan Founder as Ambassador
PepsiCo’s Dig In platform is teaming up with Pinky Cole Hayes, the CEO and founder of the hit plant-based restaurant chain Slutty Vegan, as an ambassador. The goal? To uncover the nation’s best Black-owned eateries through the Dig In Restaurant Royalty program.
Cole Hayes has taken Slutty Vegan from a food truck to a $100 million brand. She attributes much of that success to the devoted fan base that supported the business through word-of-mouth marketing.
“Slutty Vegan wouldn’t be where it is today without its community of fans,” Cole Hayes said. “That’s why I’m thrilled to partner with Pepsi Dig In to inspire even more foodies to be vocal about their favorite restaurants.”
Nominate Favorite Black-Owned Restaurants for Big Rewards
Through June 30th, fans can nominate their favorite local Black-owned restaurant at DigInShowLove.com. Pepsi is giving away prizes like a trip for two to a major sports event, chef’s table experiences, food tours, and travel certificates.
The winning fan-nominated restaurant will be featured at a residency in Las Vegas in partnership with MGM Resorts. They’ll also receive one-on-one mentoring from Pinky Cole Hayes herself.
“Programs like Restaurant Royalty rally restaurants’ existing fans, engage new ones, and leverage Pepsi’s scale to make a real impact,” said PepsiCo’s Scott Finlow.
Providing Resources to Help Restaurants Thrive
The five most nominated eateries will unlock additional resources from partners like Square, Yelp, and EatOkra. This includes POS hardware, digital marketing credits, logistics support, and online ordering capabilities.
The aim is to help overcome systemic barriers facing Black restaurateurs by providing mentorship, awareness, and tangible business growth resources.
“Pepsi Dig In has been a proud Slutty Vegan supporter since the beginning,” Finlow stated. “Part of their success shows our mission to grow the businesses we back.”
Pinky Cole’s Inspiring Success Story
Cole started Slutty Vegan in 2018 as a passion project food truck, not purely profit-driven. Through an innovative vegan junk food concept and disruptive word-of-mouth marketing, it rapidly grew into a cultural phenomenon.
Despite the staggering $100 million valuation, Cole says she hasn’t made big personal purchases yet. Her focus remains reinvesting in the business to further its inspiring community impact.
“To achieve my goals, I must reinvest funds into the business rather than make big personal purchases,” Cole explained. “I want to remain a beacon for Black-owned restaurants.”
Through the Pepsi partnership, Cole can share her entrepreneurial wisdom while uplifting other Black business owners. Her story epitomizes using creative disruption and community-building for social good.
