CPG brands have been trying a lot of new things to connect directly with their consumers, including DTC websites and retailer-agnostic loyalty programs, but Frito-Lay has pulled a new one out of the bag: a Doritos-themed restaurant.
The Doritos After Dark restaurant is a “new bold culinary experience,” now open at the Crypto.com Arena in Los Angeles. Ticketholders for sports and live shows at the arena can head over to the restaurant to snag a table on a first-come-first-served basis. And for those who don’t live in the area, or simply can’t wait until their next live event, the Doritos After Dark recipes also are available at DoritosAfterDark.com.
“Taking cues from our consumers, we are enabling people to experience their favorite brands from Frito-Lay in delicious new ways,” said Carolyn Braff, VP of Culinary Marketing at Frito-Lay in a statement. “The globally inspired flavors of the Doritos After Dark menu will invite late-night food fans to see the creative and surprising ways Doritos can enhance their favorite meals and cocktails.”
The menu includes everything from spicy appetizers to bold entrees and sweet desserts, all featuring different Doritos varieties — including a margarita with a Doritos Flamin’ Hot Limón rim. Among the restaurant’s “inventive takes on culinary classics” are Doritos Spicy Sweet Chili Ramen-Rito (a combination of ramen in burrito form), Doritos Flamin’ Hot Nacho Veggie Dumplings (pan-fried dumplings topped with a Doritos chili crisp) and a Doritos Nacho Cheese Crunchtastic Vanilla Cone.
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“When we take Doritos chips out of the bag and put the distinctive chip into recipes, the culinary possibilities are endless,” said Chef Wiley Bates, Culinary Senior Principal Scientist at Frito-Lay in a statement. “The Doritos brand is known for pushing boundaries and paving new paths. The food and alcoholic beverages offered at the new Doritos After Dark restaurant were created with the consumer in mind and take delicious fan favorites up a notch with the boldness and flair only Doritos flavors can deliver.”
The Doritos After Dark concept isn’t new — it was first introduced in 2022 via limited-time pop-up ghost kitchens in New York and Los Angeles that delivered directly to consumers’ doors. Then, in March 2023, Doritos After Dark hosted a party at SXSW featuring dishes like Doritos BBQ Pulled Pork Nachos. However, the new Crypto.com Arena restaurant marks the concept’s first permanent home. It’s an extension of Frito-Lay’s long-standing relationship with the venue as its official ready-to-eat packaged salty snack foods partner.
While the Doritos After Dark restaurant is only available to ticketholders during regularly scheduled events at the arena, Doritos After Dark will host a one-night-only Night Market pop-up on Nov.15. ahead of one of the biggest concerts of the year, Sabrina Carpenter. Anyone is welcome to stop by Peacock Place at L.A. Live, just a three-minute walk from the arena, from 4:30 to 7:30 p.m. to sample Doritos After Dark delights.
