Taco Bell Joins the Beverage Boom with New Live Más Café Concept

Taco Bell, in collaboration with Diversified Restaurant Group (one of its largest franchisees), has introduced a new beverage-focused concept called Live Más Café, according to CNN. Located in Chula Vista, California, the café combines specialty drinks like chillers, agua frescas and specialty coffee options with Taco Bell’s traditional food menu.

The café concept aligns with a broader trend among fast-food brands experimenting with beverage-centric, Starbucks-inspired innovations. McDonald’s, for instance, debuted its CosMc’s concept in late 2023, Jollibee recently launched a premium drink menu and Whataburger outlined a goal to become a ‘go-to coffee shop’ in the US. This innovative approach aims to attract Gen Z consumers, who favor sweet and unique beverage offerings.

Taco Bell's emphasis on menu creativity has already proven successful, with a 5% rise in same-store sales during Q2, driven by offerings like Nacho Fries and Cantina Chicken items. Diversified Restaurant Group is also pushing modernization with initiatives such as an all-digital location in Kansas City, dual-lane Go Mobile units to streamline drive-thru operations and the addition of EV charging stations to 120 of its locations since 2022.