Some late-night cravings are inevitable, but there’s no stopping Doritos when it comes to making their consumers happy and satisfied. With the newly launched “After Dark,” Doritos tapped into the ghost kitchen trend as part of PepsiCo’s direct-to-consumer (D2C) experiment.
The ghost kitchen trend first came to light in the early days of the pandemic when restaurants and cafes shut down, and food delivery was in high demand. To cater to the massive demand for off-premise consumption, “After Dark” was introduced in collaboration with PepsiCo Foodservice Digital Lab2 and Popchew.
D2C consumers can now enjoy an after-hours food delivery service from various pop-up locations in this ghost kitchen setup. Doritos will answer fans’ cravings whenever hungry o’clock strikes after-hours with exhilarating late-night snack bites delivered straight to their doorstep.
“After Dark” Flavors to Binge
Doritos “After Dark” ushers fans into a whole new level of Doritos after-hours snacks with globally inspired culinary menu items made with classic brand flavors, such as Flamin’ Hot Cool Ranch Corn Puppies, Nacho Average Nachos, Spicy Sweet Chili Chicken Bites, Cool Ranch Loaded Pita, Spicy Sweet Chili Sammie and more inventive dishes to come.
“By embracing the unexpected, Doritos After Dark has created another moment of inspiration and experimentation, inviting fans to experience Doritos’ boldest venture yet,” announced Frito-Lay North America Senior Vice President for Brand Marketing Stacy Taffet.
In recent years, Doritos continues to be a brand fans look to for exciting ideas, from introducing new flavors such as Tangy Tamarind and Tangy Pickle to partnering with the record-breaking Netflix series “Stranger Things” earlier this year as one of the most significant cultural movements to date, which was loved by their fans all over social media.
According to Frito-Lay’s latest Snack Index1, 43% of consumers and half (49%) of Gen-Z respondents responded affirmatively that snacking is most enjoyable after dark. This data has driven the initiative to test “After Dark.”
Experience Late-Night Snacking Like Never Before
Indeed, the most epic moments happen after dark, including late-night eating.
To make things official, Doritos will celebrate the debut of its late-night menu during the Winter Solstice, the longest night of the year. Launched through an in-person pop-up in Los Angeles on December 21 and as a one-night-only, seated event, Doritos will allow fans to taste the menu for “After Dark” bites in a vibrant, lounge-style space.
LA night owls will get the opportunity to savor the menu items in an underground tasting space decked with everything tastemakers need for an unforgettable dining experience, including a triangle-themed interactive lounge, MTN DEW x Doritos® bar, photo opportunities, and more.
To extend the launch of “After Dark” to as many fans as possible, pop-up locations in New York City, Phoenix and Las Vegas will also be available from 4 p.m. until the wee hours of the night on December 16th – 21st so fans can experience the new mouthwatering meals.
RSVP is available for those interested, and fans can head to www.DoritosAfterDark.com or order through their favorite food delivery partners like Popchew, DoorDash, Uber Eats, or Grubhub.
