Taco Bell steps into the beverage industry: All you need to know about the Live Más Cafe 

Live Más Cafe marks Taco Bell's entry into the beverage industry, expanding its offerings beyond the brand's popular tacos and burritos. CNN reported that the fast food giant launched this innovative, beverage-focused concept on December 9, 2024, in Chula Vista, California.

Launched in partnership with Diversified Restaurant Group, the cafe has a menu highlighting specialty drinks like: chillers, coffee, and agua frescas. Live Más Cafe marks a significant step for Taco Bell as it aims to tap into the rapidly growing beverage market.

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Inside Live Más Cafe: Taco Bell’s beverage-focused innovation

Expanding the Taco Bell universe

On December 9, 2024, Taco Bell opened its first Live Más Cafe in Chula Vista, California. This isn’t just a new addition to its locations; it’s a reimagined concept. Diversified Restaurant Group is one of its largest franchisees, and the collaboration with Taco Bell has created a space that prioritizes beverages over traditional menu items.

While familiar food options remain, the focus has shifted to a curated menu of specialty drinks. The cafe offers a variety of beverages like: agua frescas, specialty coffees, and chillers. Highlights include drinks like: the Churro Chiller, Cinnavanilla Coffee Churro Chiller, and Limonada Iced Tea. These options bring unique flavors, setting Live Más Cafe apart from typical fast-food beverage menus.

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Why beverages?

The beverage industry has seen exponential growth in recent years, with specialty drinks becoming a major attraction for consumers. In a statement shared with Fortune at the time of cafe lauch, Scott Mezvinsky, Taco Bell's president, emphasized the importance of creating a "dynamic space" where customers can explore "bold flavors."

“We’re always looking for new ways to elevate the Taco Bell experience, and the Live Más Café is the perfect example of that," Scott added.

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What’s on the menu?

The innovative specialty drinks available at the cafe (Image via Taco Bell LinkedIn)

The star attractions at Live Más Cafe are its specialty beverages, but traditional Taco Bell favorites are also available. Some notable drink options include:

• Churro Chiller: A refreshing drink inspired by the classic churro dessert
• Cinnabon Caramel Coffee: A blend of sweet caramel flavors, available iced or hot
• Vanilla Crema Coffee: A creamy coffee option for those who prefer a smoother taste
• Limonada Iced Tea: A zesty blend of lemonade and tea

The menu strives to offer a balance of old and modern influences, catering to both regular customers of Taco Bell and those seeking something new.

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A strategic partnership

Live Más Cafe in San Diego (Image via Taco Bell LinkedIn)

As Taco Bell has teamed up with Diversified Restaurant Group for this cafe, the group’s CEO, SG Ellison, has described this "pilot concept" as more than a menu update. He mentioned in a press statement:

“Live Más Café is a bold new chapter in our journey of innovation. This isn't just a menu update message – it's a movement. The new beverage platform will empower consumers to live bold and live beyond."

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Operating hours and customer experience

Serving bold flavors all day (Image via Taco Bell LinkedIn)

Live Más Cafe reportedly operates from 7 am to 3 am, providing an all-day opportunity to explore its offerings. From morning coffee runs to late-night cravings, the cafe caters to a wide range of customers.

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Live Más Cafe represents Taco Bell’s leap into the beverage industry, as it attempts to blend innovation with its established brand identity. By offering a diverse menu of specialty drinks while keeping fan-favorite food options, Taco Bell seeks to redefine fast-food dining.