Taco Bell Launches Live Más Café, a New Specialty Drink Concept
Taco Bell has launched an innovative beverage concept called Live Más Café in San Diego, offering specialty drinks alongside its classic Mexican-inspired fare.
The café, a partnership with longtime Taco Bell franchisee Diversified Restaurant Group, features an extensive drink menu including shakes, coffees, fruity Agua Refrescas, and more. Think of it as Taco Bell's answer to McDonald's CosMc's concept that's captured the attention of Gen Z.
The company describes it as "a unique experience where fans can enjoy specialty drinks ... This café redefines the Taco Bell experience with an innovative beverage lineup and Bellristas, providing exceptional flavor and hospitality in a cozy, inviting atmosphere, all while maintaining the great value customers love." The café is open daily from 7 a.m. to 3 a.m.
Taco Bell has been focused on beverage innovation lately. In the past year alone, they've tested Coffee Chillers, Churro Chillers, Limonada Freezes, and Baja Blast-inspired energy drinks. As CMO Taylor Montgomery put it earlier this year, the company wants to "make our beverages just as iconic as our food."
"We're always looking for new ways to elevate the Taco Bell experience, and the Live Más Café is the perfect example of that," Taco Bell president Scott Mezvinsky said in a statement. "This innovative pilot concept is all about expanding the boundaries of what Taco Bell can be, creating a dynamic space where guests can experience our bold flavors in new and exciting ways."
The café launch comes as beverage-focused chains like Dutch Bros, Scooter's Coffee and Swig see explosive growth. Coffee chains in Technomic's Top 500 added nearly 1,400 locations last year, outpacing all other categories.
RELATED: Dutch Bros Aims for 4,000 Stores with Faster Growth, New Menu Items
For Taco Bell franchisee Diversified Restaurant Group, who helped create the concept, Live Más Café represents the next frontier. "Live Más Café is a bold new chapter in our journey of innovation. Rooted in Taco Bell's cultural rebel spirit, Live Más Café redefines the consumer experience by bringing a new lineup of indulgent beverages. This isn't just a menu update message — it's a movement," DRG chief executive officer SG Ellison said in a statement.
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DRG has been a key innovation partner for Taco Bell, helping introduce the Cantina model in 2015 and testing EV charging stations. The franchisee has grown rapidly, surpassing 300 units last year with plans to double in the next five.
Live Más Café could drive incremental sales and keep Taco Bell top-of-mind for drink-seeking consumers. As Liz Matthews, chief food innovation officer, said during an interview earlier this year, products like the Churro Chillers are "an add-on, an incremental sale, an extra afternoon or late-night trip, a special trip intent."
