FAT Brands Inc., the parent company of nine restaurant concepts including Fatburger, has signed an exclusive beverage partnership with PepsiCo Inc., according to a company press release. Building on the relationship PepsiCo has with FAT Brands-owned Hurricane Grill & Wings, Yalla Mediterranean and Ponderosa and Bonanza Steakhouses, the company is expanding the partnership to include Fatburger, Johnny Rockets, Elevation Burger, Buffalo's Cafe and Buffalo's Express brands.

Under the agreement, domestic FAT Brands restaurants will offer patrons up to a dozen beverages from PepsiCo portfolio including Pepsi, Diet Pepsi, Mtn Dew, Brisk Iced Tea, Tropicana Fruit Punch and Dr. Pepper. The companies also will debut brand-specific offerings at the restaurant level, such as a Fatburger Lemonade, as well as a variety of culinary innovations leveraging options from the PepsiCo food and snacks lineup. In addition, many franchisees will expand their bottle and can offerings of soft drinks and Aquafina, and use PepsiCo's digital expertise to further build upon its takeout/delivery business as consumer demand has increased.

"We've had a strong, dynamic relationship for many years, so we're pleased to offer even more of our FAT Brands' guests fan-classics from PepsiCo, in addition to exciting new offerings," FAT Brands CEO Andy Wiederhorn said in the release. "At the same time, we're embracing flexibility for customization and brand innovation based on the needs of each of our unique restaurant brands and their identity. This collaboration will enable our restaurants to deliver even more fresh, authentic and tasty experiences to consumers."

The restaurant concepts expanding into the partnership will begin converting to PepsiCo products across the country starting later this summer. In the meantime, Fatburger, Johnny Rockets and Elevation Burger are embracing the newest piece of the #BetterWithPepsi campaign by encouraging burger lovers to celebrate National Hamburger Day Friday (May 28). Pepsi is inviting consumers to score a Pepsi in either one of two ways:

  1. Sharing a photo of themselves with a Pepsi and any burger of their choice purchased Friday — even burgers from restaurants that don't serve Pepsi — on Twitter, Instagram or Facebook with the hashtag #BetterWithPepsi. Then, the brand will reach out to verify the consumer's associated receipt(s) that clearly show a burger and a Pepsi purchase.
  2. Clicking a #BetterWithPepsi ad on Facebook or Instagram, then sharing their receipt(s).

Once the brand verifies the receipt(s), consumers will be provided a rebate via Venmo, PayPal, or digital gift card up to $3.49. Full details can be found at pepsiburgerday.tryadrink.com/terms.

Los Angeles-based FAT Brands was No. 16 on this year's list of Fast Casual Top 100 Movers & Shakers.

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