Taco Bell Plans 30 New Live Más Cafés by 2025 to Boost Beverage Sales 50%

Taco Bell is aggressively expanding its Live Más Café concept, with plans to open 30 additional locations by the fall of 2025. This strategic move is part of the fast-food chain's broader initiative to significantly boost beverage sales, aiming to reach $5 billion by 2030. The new cafés will be situated in key markets such as Southern California, Dallas, and Houston, marking the beginning of a multi-year transformation for the company.

The decision to double down on the Live Más Café concept comes just a month after McDonald’s shut down its CosMc’s spinoff, which focused on specialty beverages. Despite McDonald’s setback, Taco Bell sees substantial potential in the beverage market, particularly among younger consumers who are increasingly incorporating refreshing drinks into their daily routines. Liz Matthews, Taco Bell’s global chief food innovation officer, emphasized the company's commitment to becoming the ultimate beverage destination, stating, “We’re seeing today that people, especially younger consumers, are reaching for refreshing drinks as part of their lifestyle. So, we’re making big investments to become the ultimate beverage stop.”

To support this expansion, Taco Bell will introduce a new Refrescas menu nationwide, featuring six different variations of agua fresca. This move is expected to enhance the beverage offerings and attract a wider customer base. The first Live Más Café was launched in December 2023 in San Diego, in collaboration with Diversified Restaurant Group (DRG), a franchisee known for its innovative contributions to Taco Bell's menu and design concepts. DRG has been instrumental in introducing new ideas, including the Cantina design and several specialty beverages, and currently operates over 300 Taco Bell units.

The closure of CosMc’s locations by McDonald’s, which included five sites that operated for less than two years, highlights the challenges in the specialty beverage market. However, Taco Bell’s strategy appears to be more focused and aligned with consumer trends, positioning the company to capitalize on the growing demand for refreshing beverages. The success of Taco Bell’s Live Más Café concept will depend on its ability to innovate and adapt to changing consumer preferences, leveraging its strong brand and extensive franchise network to drive growth in the beverage sector.