Independant Cinema Alliance Partners With Pepsico Foodservice to Sell Frito-Lay Products

(Dallas, TX/Plano, TX – December 19, 2022) The Cinema Buying Alliance, LLC (ICA Marketplace), a wholly owned subsidiary of the Independent Cinema Alliance (ICA) is excited to announce the addition of a new program offered by Frito-Lay of North America, Inc., a division of PepsiCo that manufactures, markets, and sells Lay’s® and Ruffles® potato chips, Doritos® tortilla chips, Cheetos® snacks, Tostitos® tortilla chips and branded dips, SunChips® multigrain snacks, and Fritos® corn chips.

As the nation’s only discount aggregator for exhibitors, the ICA Marketplace plays a vital role in leveling the playing field and building a competitive position for independent cinemas. The ICA mission is to strengthen and grow independent cinemas throughout the United States, protecting the access of all Americans to movie theatres and large-screen entertainment.

“By partnering with PepsiCo Foodservice, ICA members can now get the best volume pricing on Frito-Lay chips, leveraging such brands as Cheetos and others, to offer customers additional options at the concession stand. This partnership adds to our existing portfolio of cost saving programs,” said Joel Davis, ICA Board Member and ICA Marketplace Team Lead.

Frito-Lay is bringing its brand power and partnership to ICA and their members across North America. The partnership includes programming support on the best-selling products in the theatre space, as well as hands on local support and full-service consultation for food and beverages in each location.

“Frito-Lay is thrilled to partner with the ICA,” said Wes Bandor, Vice President of Sales for Frito-Lay North America Foodservice. As the largest Independent Cinema group in the country, together, we’ll bring innovative and exciting food and beverage programs to exhibitors.”

The program was brokered and negotiated by Crescendo, the ICA Marketplace’s strategic sourcing firm. The Independent Cinema Alliance has signed with Crescendo to build out core buying programs for independent cinema operators in North America.

“Crescendo is excited to bring the power of Frito-Lay’s brands to independent cinema operators. In addition to providing volume pricing, the program also includes marketing assets to help drive incremental revenue for theatre owners,” said Steve Joudi, Crescendo’s Cofounder and Head of Business Development.

About ICA

The ICA is a not-for-profit, volunteer alliance of independent cinemas operating in communities throughout the United States and Canada. Movie theatres operated by ICA members range in size from single-screen venues in small towns to multiplexes in larger cities. Currently there are over 200 member companies representing more than 4,000 screens sharing one common goal: to provide a public voice that promotes independent cinemas as a valuable and necessary part of a healthy and vibrant motion picture industry. For more information, visit

About Frito-Lay North America, Inc. Frito-Lay North America, Inc. is the $19 billion convenient foods division of PepsiCo, Inc. (NASDAQ: PEP), which is headquartered in Purchase, NY. Frito-Lay snacks include Lay’s® and Ruffles® potato chips, Doritos® tortilla chips, Cheetos® snacks, Tostitos® tortilla chips and branded dips, SunChips® multigrain snacks, and Fritos® corn chips. The company operates 30+ manufacturing facilities across the U.S. and Canada, more than 200 distribution centers and services 315,000 retail customers per week through its direct-store-delivery model. Learn more about Frito-Lay at the corporate website,, on Twitter (@fritolay), on Instagram (@fritolay) and on Facebook (Frito-Lay).

About Crescendo

Crescendo is a forward-thinking strategic sourcing consulting firm and group purchasing organization (GPO) that saves businesses time and money on essential expenses. The purchasing group specializes and consolidates spend in the sports and live entertainment industry working with entertainment assets of all sizes. Based in Los Angeles, Crescendo was founded by tenured professionals in the entertainment and startup industries with over 5o years combined experience in sourcing, procurement, technology, supply chain, and operations. The extensive background of Crescendo’s executive team provides the unique advantage to service any size entertainment property.



Rich Daughtridge
President Independent Cinema Alliance
Tel: (301) 791-1221


Steve Joudi Cofounder,
Head of Business Development Crescendo
Tel: (213) 446-3105