Big Chicken and PepsiCo are collaborating to innovate in the fast-casual restaurant industry, with a strong focus on appealing to Gen Z consumers. Their partnership involves developing new menu items, enhancing digital engagement, and addressing changing preferences such as zero-calorie options and spicier flavors. Both companies are adapting to Gen Z's snacking habits and emphasizing sustainability in their business practices. The shift towards digital marketing, with PepsiCo allocating 70% of its budget to digital investments, reflects the importance of engaging with younger consumers through their preferred platforms. By combining Big Chicken's brand appeal, featuring Shaquille O'Neal, with PepsiCo's extensive R&D capabilities, the companies are positioning themselves to meet the evolving demands of the fast-casual market and drive future growth through continuous innovation.