Doritos has partnered with Osmow’s as the CPG continues to look to the out-of-home dining space in search of new audiences.

Launched last week, the “Walking Shawarma” is a Mediterranean take on the “Walking Taco,” traditionally a mix of seasoned ground beef, cheese, lettuce, salsa and sour cream served directly from a bag of corn chips or tortilla chips.

The “Walking Shawarma” layers Osmow’s carved falafel, chicken, lamb or beef, signature Rocks and sauces into a bag Doritos Sweet Chili Heat.

Kate Bateman, director of culinary marketing at Doritos parent company PepsiCo Foods Canada, tells strategy that the brand is seeking to drive trial and gain insight into consumer preference with an approach intended to surprise customers.

“We see tremendous opportunity in the out-of-home dining space,” Bateman says. “Whether it’s through QSR partnerships, limited-time menu items or immersive food events, we’re committed to showcasing Doritos’ culinary versatility.”

Because the concept stemmed from online-food trends, Bateman says Doritos will be leaning heavily into digital and social platforms in an attempt to spark buzz and create its own trending food moment among Gen Z and millennial target audiences.

In the spring, Doritos worked with Subway on the “Footlong Nachos” mashup to target similar demographics with a below-the-line marketing approach that Batemans says is designed to drive conversation and expand on the consumer perception of Doritos.

“These partnerships are a strategic way for us to tap into cross-category growth by bringing our iconic flavours into new culinary spaces,” Bateman says. “With Osmow’s, we’ve reimagined a viral food trend through a Middle Eastern and Mediterranean lens, creating something uniquely Canadian and undeniably bold.”

Bateman says Doritos will be measuring qualitative and quantitative KPIs to define success for the collaboration including social and earned media, in-store sales and traffic. She says Doritos will also be monitoring brand lift and consumer perceptions.

“Ultimately, success means creating a memorable experience that brings new energy to both brands,” Bateman says.

The “Walking Shawarma” is now available at 200-plus Osmow’s locations across Canada.