Taco Bell has introduced its latest beverage concept, Live Más Café, in San Diego California, in collaboration with its franchisee Diversified Restaurant Group (DRG).
The new café concept, at 1548 East H Street in Chula Vista, offers speciality beverages including Chillers, Agua Refrescas and coffees, complemented by the classic Taco Bell menu.
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The brand positions the Live Más Café as a destination where customers can enjoy an innovative drink selection, as reported by Nation’s Restaurant News (NRN).
The café aims to combine unique flavours and service from team members known as ‘bellristas,’ while still focusing on value.
Taco Bell has recently focused on expanding its beverage offerings.
Late 2023 saw the test launch of Coffee Chillers and Churro Chillers. In April 2024 trials began on the Agua Refrescas line, and in July, the Limonada Freeze range was introduced.
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By GlobalDataThese fruit-infused drinks are mixed with real fruit pieces and a green tea base. Cold brew coffee options were also tested in 2022, along with Baja Blast Charged Berry and Mountain Dew Energy Baja Blast.
DRG chief executive officer SG Ellison was quoted by NRN as saying: “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. The new beverage platform will empower consumers to live bold and live beyond, and Taco Bell has allowed us to help write the book on this exciting new concept”.
DRG has been instrumental in testing Taco Bell innovations since its formation in 2014.
From an initial acquisition of 30 restaurants, it has grown to 300 units and plans to double this number by 2029.
The franchisee has pioneered new concepts such as the Cantina design and introducing amenities such as electric vehicle charging stations and optimised pickup areas for delivery drivers.
The introduction of Live Más Café coincides with a surge in interest in speciality beverages within the foodservice industry.
McDonald’s CosMc’s concept and the rapid expansion of coffee chains such as Dutch Bros and Smoothie King are indicative of the trend.
In October 2024, Taco Bell announced the revival of its Decades Menu, featuring items from the past five decades for a limited period.
