Doritos Unleashes Late-Night Food Experience

Select cities can get salty-snack-infused dishes delivered to their door.

December 16, 2022

PLANO, Texas—Forty-three percent of consumers and half (49%) of Gen Zers agree that snacking is the most satisfying after dark, according to Frito-Lay, and the company is hoping to satisfy consumers’ late-night snacking needs with Doritos After Dark.

The experience offers a late-night bites menu that will be delivered to consumers’ doors via food delivery partners, including Popchew, DoorDash, Uber Eats or Grubhub. The menu was created in partnership with PepsiCo Foodservice Digital Lab and Popchew, the latter which works directly with brands to develop inventive dishes. Menu items include Doritos-infused dishes, such as Doritos Flamin' Hot Cool Ranch Corn Puppies and Doritos Spicy Sweet Chili Sammie.

"From introducing new flavors like Tangy Tamarind and Tangy Pickle to collaborating with the record-breaking Netflix series 'Stranger Things' in one of the biggest cultural moments of the year, Doritos is a brand our fans look to for bold new ideas," said Stacy Taffet, senior vice president of brand marketing, Frito-Lay North America. "By embracing the unexpected, Doritos After Dark has created another moment of inspiration and experimentation, inviting fans to experience Doritos' boldest venture yet."

The experience is available to consumers in New York City, Los Angeles, Phoenix and Las Vegas from 4 p.m. until late into the night December 16-21. Frito-Lay is also hosting an in-person pop-up in Los Angeles on December 21, the longest day of the year. The seated event will serve Doritos After Dark bites in an underground tasting room and will include a triangle-themed interactive lounge, MTN DEW x Doritos bar, photo opportunities and more. The event is free.

According to NACS State of the Industry data, salty snacks accounted for 4.36% of inside sales in convenience stores in 2021, an increase of 0.24 points from 2020, while gross margins for the category were 40.83%, nearly a point (0.93) higher than 2020. Learn more about how salty snacks fared in 2021 in the NACS State of the Industry Report of 2021 Data.

Read in NACS Daily what pandemic snack and drink habits are sticking around.