The most standout dining spots these days rarely come with seating — or a permanent address. Over the past decade, food trucks have become the go-to options for innovative culinary experiences — and primed for big business growth. In 2024, the food truck market was a reported $4.9 billion and it’s expected to skyrocket to nearly $9 billion by 2033.
PepsiCo has taken its own inventive dining to the streets with one-of-a-kind pop-up culinary events and local food trucks featuring its iconic foods and drinks. The menus go beyond snacks to feature dishes that incorporate Lay’s, Tostitos, Doritos and more as the focus of recipes that spotlight local food culture.
“Food trucks are mobile ambassadors for our brands,” says Mitchell Dingwall, PepsiCo Director of Culinary Capabilities. “They allow us to meet consumers where they are — in neighborhoods, festivals, sporting events and other unexpected places.”
A dish served at a Doritos Loaded truck in London.
PepsiCo’s concepts focus on the unique cultural dishes of the neighborhoods where they’re parked. In Europe, a fleet of Lay’s food trucks visiting music festivals and sporting events delivered unique takes on local favorites — kapsalon in the Netherlands; Spain’s tortilla; and French lumpfish caviar.
In India, Ways to Lay’s offered twists on traditional chaat dishes curated by renowned Michelin-star chefs like Vikas Khanna, who developed recipes based on our locally inspired Lay’s flavors. Vikas’ take included purple potatoes stuffed with melted mozzarella, masala seasoning and encrusted in Lay’s chips.
“Food has always been my way of connecting with people — it carries emotion, memories and joy,” Vikas says. “That’s why the Ways to Lay’s food truck instantly resonated with me. It’s a celebration of creativity, culture and comfort — all served on wheels.”
… the Ways to Lay’s food truck instantly resonated with me. It’s a celebration of creativity, culture and comfort — all served on wheels.
– Vikas Khanna
Moving PepsiCo’s foods and drinks from the shelves to the streets is a natural evolution for the business. “Food trucks are agile, inventive, and deeply consumer-focused, just like our culinary team,” Mitchell explains. “Our business thrives at the intersection of food, culture and convenience. Food trucks and pop-ups bring that to life in a fun, interactive way.”
This interaction is what draws chefs like Vikas to take their talents out of the kitchen. “I loved how Lay’s reimagined the food truck experience in India, turning everyday chips into extraordinary dishes,” Vikas explains. “Food trucks make culinary innovation more accessible, and being part of this flavorful journey with Lay’s was truly special.”
Want a taste of what PepsiCo serves on four wheels? Try this Lay’s Chili Chutney recipe featured on our Ways to Lay’s food truck:
Chilli Chutney Lay’s by Chef Manish Mehrotra
Ingredients:
- Chilli Chutney (2 tbsp)
- Classic Salted Lay’s (1 packet, 67 gm)
- Chopped Spring Onion (1 tbsp)
- Small Dice Cucumber (1 tbsp)
- Small Dice Water Chestnuts (1 tbsp)
- Small Dice Red Onion (2 tsp)
- Chopped Pickled Jalapeños (1 tsp, to taste)
- Roasted Sesame Seeds (1 tsp)
Instructions:
- Arrange Lay's chips on a plate.
- Top with onion, cucumber, water chestnuts, and jalapeños.
- Drizzle with chili chutney.
- Garnish with spring onion and sesame seeds.
Chilli Chutney Preparation:
- Sweet Chili Sauce (3 tbsp)
- Sriracha Sauce (1 tbsp)
- Water (1 tbsp)
- Chopped Coriander (1 tsp)
- Combine ingredients in a pan, heat and reduce to half. Cool, then add chopped coriander and mix well.