Lay’s isn’t alone. India’s largest snack and confectionery company Haldiram’s opened its first permanent UK restaurant in London’s Leicester Square last month. The 120-seat venue will serve the brand’s signature chaats, curries and sweets alongside retail shelves stocked with packaged snacks, extending a brand once associated with supermarket aisles into a full-service dining experience.
The movement is also gaining momentum in China, where FMCG brands are increasingly investing in permanent hospitality spaces rather than short-lived pop-ups. Mr. Bond Coffee, created by the Want Want Group, has expanded its coffee concept through flagship cafés in Shanghai, using freshly brewed coffee and Chinese-inspired specialty drinks to reinterpret its packaged beverage business. Meanwhile, iconic confectionery brand White Rabbit has opened a permanent tea flagship on Nanjing East Road, translating the nostalgic flavour of its milk candies into premium fresh milk teas and desserts, which proves that decades-old packaged brands can generate entirely new dining occasions.
While Cheetos’ three-day “The Spotted Cheetah” pop-up restaurant made headlines back in 2017, today’s concepts are designed to last. Brands are no longer creating restaurants simply for publicity—they’re building permanent spaces that generate revenue, strengthen loyalty and deepen cultural relevance.
The shift reflects changing consumer priorities. According to the VML “Future 100: 2026” report, 70% of consumers say they would rather spend money on experiences than material possessions and 72% want brands to engage all of their senses. Instead of selling another bag of chips, brands are selling memories, shareable moments and social experiences that naturally generate content across TikTok, Xiaohongshu and Instagram.
For snack brands, restaurants also solve a commercial challenge. A product traditionally consumed in seconds can now anchor an hour-long experience with multiple opportunities for merchandising, collaborations and premium pricing. The restaurant becomes less about food than about extending the brand into consumers’ lifestyles.
As FMCG brands search for new growth beyond retail shelves, hospitality is becoming one of the industry’s most powerful marketing channels. The next generation of flagship stores may look less like supermarkets—and more like restaurants.
