On Thursday morning (February 2), Wilmer Valderrama (That ’70s Show) surprised five Latine-owned businesses in Phoenix each with a check for $10,000 as part of PepsiCo’s campaign, Juntos Crecemos.

The 50k funds are aimed to give the restaurants some economic assistance just in time for the thousands of visitors who will be rolling into the city for Super Bowl LVII on February 12. This includes stocking up on additional supplies, hiring, and training extra staff, and offering extended hours to meet the potential rise in traffic.

Valderrama, an actor, producer, and activist, made a ceremonial check presentation to Alexis Carbajal and Juan Ayala, owners of the Puerto Rican restaurant Phoenix Coqui in midtown. He was joined by executives from PepsiCo Beverage North America and Frito-Lay. Along with Phoenix Coqui, the four other restaurants that received checks are Carnicería México, Imelda Happy Tamales, Rosita’s Place, and Tacos Tijuana.

“For local [Latino]-owned small businesses, Super Bowl LVII will be a much-needed boost, especially for those still recovering from the impact of the pandemic,” Antonio Escalona, Senior Vice President & General Manager of the Hispanic Business Unit at PepsiCo Foods North America, said in a press release. “We’re excited to partner with Wilmer Valderrama to shine a spotlight on these resilient entrepreneurs.”

Juntos Crecemos, which launched in August 2021, is a $50 million, a five-year commitment that is part of PepsiCo’s Racial Equality Journey Hispanic Initiative. The program is intended to strengthen Latino-owned restaurants, bodegas, and meat markets.

To learn more about Juntos Crecemos, go here.