Prime Highlights:
- Taco Bell launches Live Más Café to attract younger customers with creative and colorful beverages.
- The new café concept aims to build a $5 billion drink business by 2030, strengthening Taco Bell’s market growth.
Key Facts:
- Taco Bell plans to open 30 Live Más Café locations across Southern California, Dallas, and Houston by the end of the year.
- The Irvine location sells over 900 drinks daily, while the Chula Vista outlet continues to perform above expectations.
Background:
Taco Bell is launching a new idea called Live Más Café to attract younger customers. The café, set up inside Taco Bell restaurants, offers a variety of special drinks like frozen coffees, churro chillers, lemonades, and energy drinks.
By the end of 2025, the Mexican-inspired fast-food chain expects to open 30 Live Más Café locations across Southern California, Dallas, and Houston. The move supports Taco Bell’s goal of turning its drink business into a $5 billion revenue stream by 2030.
Unlike McDonald’s now-closed CosMc’s spinoff, Taco Bell’s café concept operates within its current restaurants. Customers can place their orders at digital kiosks and watch “bellristas” prepare drinks behind a dedicated counter. According to the company, more than 60% of Taco Bell’s orders already include a beverage, showing strong potential for the new format.
The first Live Más Café opened in Chula Vista, California, followed by another near the University of California, Irvine. Both locations have done better than expected. The Irvine store sells over 900 drinks a day, and the Chula Vista store is also performing strongly. Popular menu items include the Mexican Chocolate Churro Chiller and Mango Peach Agua Fresca.
Taco Bell executives believe beverages are the next big opportunity in fast food, tapping into what they call the “little treat culture” popular among Gen Z and millennials. Young people enjoy trying new drinks and see them as a simple treat.
Live Más Café lets Taco Bell test new drinks and see what people like. It also keeps the brand creative and popular with young customers.
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