I own some franchise locations.
Every 5 years both Coke and Pepsi bid for our corporate contract.
On the individual franchise level, Their bid offers rebates for each crate of sodas we purchase from them as well as an annual thank you fee for each of our locations.
On the corporate side they offer 10s of millions of dollars to cross advertise their product with ours for certain promotions.
It adds up. For each of our locations pepsi can payout anywhere from 7-10k each year in rebates. It's a substantial amount If you own multiple locations.
Pepsi has won the bid with our chain for the last 20 years. They love us we are their #1 bottle mover out of all their retail food Contracts so they treat us well.