Black Restaurant Week is back in August – and so is Pepsi to support the Motor City’s Black-owned businesses.
Along with partnering with MLN8 to drive consumers to local Black-owned restaurants from August 20 to August 29, Pepsi also awarded $15,000 to Joe Louis Southern Kitchen to help cover the new business’ repairs from flood damage during this year’s storms.
The donation is part of the Pepsi “Full of Detroit Soul” initiative, the brand’s multi-year community platform and creative campaign that celebrates and supports the diversity and talent that make Detroit so special.
“We’re thrilled to partner with Detroit Black Restaurant Week to encourage locals to celebrate and support the city’s Black culinary community,” said Jazmine Robinson, PepsiCo North Division Brand Marketing. “We also hope to encourage and build the next generation of Black-owned businesses and that’s why giving back to Joe Louis Southern Kitchen was so important. Their story is emblematic of the struggles many restaurants face trying to get off the ground, let alone after an especially trying year.”
A new addition to the city’s culinary scene, Joe Louis Southern Kitchen faced a challenging year as it opened doors, between the pandemic and Detroit’s summer storms that flooded the city. The funds it receives will help cover repairs for the restaurant, ahead of Detroit Black Restaurant Week, where it will be one of the 54 restaurants and food trucks participating.
“The synergetic partnership with Pepsi as part of Detroit Black Restaurant Week will allow us to do some amazing things,” said DBRW Founder Kwaku Osei-Bonsu. “With their support pushing our message across the city, we hope that more Detroiters will be inspired to partake and discover their next favorite local eatery.”
To further drive awareness of Detroit Black Restaurant Week, Pepsi blanketed the city with billboards spotlighting participating restaurants. Consumers who visit Joe Louis Southern Kitchen, Soul of Detroit, Jeds, COOP or East Eats may also receive a limited-edition Pepsi Detroit Black Restaurant Week cup.
To learn more about Joe Louis Southern Kitchen, watch the full video here.