Pepsi Philippines Facebook page 

Carinderias or cafeterias, are traditional Filipino eateries usually found near residential areas or markets. There are even areas that have carinderias in every street and corner. However, some aspects of their ambiance have led people to seek alternative dining experiences; as some would think about their limited seating capacity, the crowds that occupy the space during lunch, and the lack of proper ventilation—leading to a not-so-remarkable and often unenjoyable dining experience—are some of the reasons why some would prefer to go to big restaurants for their comfort.

Despite these challenges, carinderias remain an integral part of Filipino culture, offering beloved local dishes that are both affordable and flavorful. They serve as community hubs where locals gather, exchange stories, and share meals, preserving a sense of tradition and camaraderie.

So, to keep up with modern times and to help carinderias earn and regain their customer's trust and loyalty, a soda brand has created an initiative to help upgrade the local carinderias through their "Pepsiterya" campaign – a term coined that combines Pepsi and carinderia. The soda brand would like to create a new and unique dining experience for Filipinos who eat at these carinderias and to have more people support these small local businesses by offering a fresh twist to the everyday Pinoy dining experience.

Pepsiterya offers an upgrade to carinderias around Mindanao, to highlight their cuisines and beautiful locations. This initiative not only revitalizes the look of carinderias, but also celebrates the diverse culinary heritage of Mindanao, showcasing dishes that reflect the region's rich history and culture.

Moreover, to ensure that the carinderias become aesthetically pretty and social media worthy, pulse fans and Pepsi graffiti painted by local artists from Davao will be spread all over the place to encourage customers to take photos and share their experience to promote the local business.

Artists from Davao transform the local carinderia to make it inviting as they serve dishes that are specialties in their region. Photo source: Pepsi Philippines 

Colorful utensils are also provided to match the decors, creating a vibrant and refreshing atmosphere. This effort not only prettifies the carinderias but also enhances the overall dining experience, making it warm, welcoming, and distinctly Filipino. Customers are invited to feel at home in these revitalized spaces, where the joy of sharing meals is complemented by a visually appealing setting.

Pepsi's tagline, "Mas Masarap Maiba," captures this transformation—not just in aesthetics but in redefining what it means to dine in a carinderia. Through the Pepsiterya campaign, a unique dining experience unfolds, offering a mix of authenticity, Filipino hospitality, and unexpected experiences. The cozy setting, paired with vibrant visuals and a delicious meal, exemplifies how "Mas Masarap Maiba" goes beyond appearances, ensuring customers that they will leave with a sense of delight, warmth, and satisfaction after they eat.

The new Pepsiterya is filled with a vibrant and welcoming atmosphere that is paired with delicious local specialties. Photo source: Pepsi Philippines 

The new Pepsiterya is filled with a vibrant and welcoming atmosphere that is paired with delicious local specialties. Photo source: Pepsi Philippines 

Through the Pepsiterya campaign a unique dining experience will unfold in local carinderias, offering a mix of authenticity and unexpected moments. The cozy setting, paired with vibrant visuals and a delicious meal, will amuse the diners and add a memorable charm to the experience. By blending traditional elements with modern aesthetics, this campaign not only attracts a young audience, but also helps preserve the legacy of carinderias for future generations

This unique turn will open the welcoming nature and the local creativity that small eateries bring to the table, making the visit to their places both enjoyable and unforgettable.

Empowering local communities is an integral part of PepsiCo’s Positive agenda. The Pepsiterya campaign reflects Pepsi's dedication to uplifting the carinderias that play a vital role in Davao's local economy and culture. By doing so, Pepsi not only supports local economies, but also reinforces its dedication to fostering meaningful connections and building a good future for everyone.

Check out the Pepsiterya guide for the local carinderia locations through their Facebook page and PepsiCo Positive.