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Digital Transformation Tech Brand Strategy

Pepsi debuts first ‘Digital Hubs’ in Dallas and Barcelona


By Kendra Barnett, Associate Editor

October 26, 2021 | 3 min read

In an effort to create jobs and invest in the digital-first future, Pepsi has opened its first Digital Hubs in Dallas and Barcelona. The centers will focus on development and deployment of leading technologies including machine learning and artificial intelligence – and aim to help the company achieve “the perfect Cheetos.”

PepsiCo logo

PepsiCo is investing more in its digital future

Food and beverage giant PepsiCo today announced that it is launching its first-ever Digital Hubs, two centers located in Dallas and Barcelona respectively, designed to create new jobs, develop technical talent and invest in the development of cutting-edge digital technologies.

The company says the hubs are expected to create over 500 new digital- and data-focused jobs over the course of the next three years. The skills and technologies cultivated in the new spaces are expected to help PepsiCo mature in its ongoing digital transformation and strengthen the company’s digital delivery ecosystem. PepsiCo leadership cited Dallas’s and Barcelona’s top-tier talent pools, education systems and regional infrastructures as key reasons behind the decision to erect their new hubs in the two cities.

Each of the hubs will have their own unique objectives. The Dallas Hub aims to develop global solutions, but will focus primarily on supporting the goals of the North American branch of the business. Meanwhile, the Barcelona-based Hub will spearhead efforts surrounding the PepsiCo global digitalization programs.

“PepsiCo is redefining what it means to be a consumer packaged goods company in today’s digital environment,” Athina Kanioura, the company’s chief strategy and transformation officer, told The Drum. “Our Digital Hubs will contribute to making PepsiCo a stronger organization as we move from linear and manual processes to solutions that drive faster and more accurate actions.”

The work at both centers intends to centralize, accelerate and apply digital capabilities including predictive analytics and AI, which could help streamline global operations. Per a statement shared today, the efforts of the new Digital Hubs could help in everything from “leveraging AI to ensure perfectly consistent Cheetos every time to optimizing water consumption and preventing leaks in manufacturing facilities.” Eventually, the work at the new hubs could enable PepsiCo to provide customers with comprehensive, real-time insights into inventory and sales data, ultimately creating a more seamless and efficient customer journey.

“By creating an agile and dedicated environment where innovation will thrive,” said Kanioura in a statement today, “our talent will have the opportunity to lead work that will reach global scale and have a significant impact for PepsiCo for many years to come.”

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