QSR and casual dining operators encouraged to drive footfall with Doritos Loaded Month

PepsiCo brand Doritos is giving independent quick serve restaurant operators and casual dining outlets the chance to participate in its Doritos Loaded initiative.

Partner sites will appear on the brand’s official Doritos Loaded Month map, which could drive footfall from Doritos fans.

Doritos Loaded Month will run nationwide from 23 May until 28 June, including in London, Manchester and Glasgow.

Operators which sign up will be able to load up bags of Doritos with their site’s menu specialties, whether that’s beef birria, mac n cheese or burger toppings, for consumers to enjoy from £5.

The campaign’s return builds on its debut, which was held in London for one week only in 2025 and saw more than140 street food traders take part.

This year’s month-long campaign marks the first phase of Doritos’ wider ambition to build a nationwide network of ‘Certified Doritos Loaded Legends’. The activation also gives independent quick serve restaurants, pubs, bars and casual dining venues a longer window to get involved to maximise summer trading.

The Doritos Loaded Month activity forms part of the wider Doritos Dip or Load campaign, designed to help consumers discover new ways to enjoy Doritos beyond bagged snacks. Participating businesses in Doritos Loaded Month will receive a welcome pack, and the option for eye-catching point of sale promotional material to drive awareness.

As part of the Certified Doritos Loaded Legends campaign, operators also have the opportunity to sign up to be a partner with Doritos Loaded on a longer-term basis, bringing the range to menus year-round and taking part in future activations and promotional moments, helping operators add trend-led menu items beyond the campaign period.

Elise McDonald, senior brand manager at PepsiCo, said: “Last year’s Doritos Loaded Week in London didn’t just excite brand fans – it drove footfall to venues, generated strong social buzz and delivered a valuable sales uplift for our operator partners. Following this incredible response, which saw an estimated 5,000+ bags loaded up and a huge 20 million social impressions, we’re excited to bring the activation back, bigger and better than ever.

“We know that Gen Z are actively seeking experiential food moments, and by working with a range of street food legends, Doritos Loaded Month is perfectly placed to deliver a truly memorable experience for consumers, while supporting our valued customers and partners. In fact, with 90% of last year’s vendors saying ‘yes’ to taking part again, it’s clear the activity played a key role in boosting sales and helped build strong consumer awareness for vendors. Bringing Doritos Loaded Month to more cities this year is an important next step, so we look forward to hearing from venues across the nation, especially Manchester and Glasgow who want to get involved too.”

Operators can register here at Doritos Loaded to get involved.