Taco Bell Shakes Things Up with New Beverage-Centric Café Concept

A New Kind of Café Experience The Live Más Café is designed to be more than just a place to grab a quick meal; it’s a destination for drink lovers. The menu features a variety of beverages, including indulgent milkshakes, artisanal coffees, and refreshing fruity iced drinks. One of the standout offerings is a unique take on the dirty soda trend, featuring Taco Bell’s signature Mountain Dew Baja Blast. This focus on beverages aligns with broader consumer trends, particularly among younger customers who are increasingly seeking out specialized drink options. Competing in a Crowded Market The decision to launch a beverage-centric café puts Taco Bell in direct competition with established brands like Starbucks and Dunkin’, as well as rapidly growing chains such as Dutch Bros, Swig, and Scooter’s Coffee. According to R.J. Hottovy, head of analytical research at Placer.ai, “Taco Bell, like a lot of quick-service restaurant brands, recognizes the large opportunity in beverages.” This strategic move is not merely about expanding their menu; it’s about diversifying their audience and tapping into a market that has seen significant growth in recent years. Attracting a Younger Audience The beverage-led concept is particularly appealing to younger consumers, who are looking for unique, Instagrammable drink options that fit their lifestyle. By creating a space that emphasizes beverages over traditional food offerings, Taco Bell aims to attract this demographic and create a new kind of community hub. The café's design and ambiance are reminiscent of trendy coffee shops, making it an inviting place for social gatherings or a quick study session.