Taco Bell's Live Más Café concept introduces a wide variety of unique beverages, including Chillers, Agua Frescas, and Specialty Coffees, served alongside Taco Bell's food menu. Customers can expect a more service-driven atmosphere, with advertised "elevated hospitality" from "Bellristas," and exclusive drink options tailored to create a more indulgent experience. With the specialty beverage market booming, driven by the growth of coffee and smoothie chains, Taco Bell's Live Más Café aims to position the brand as a key player in this competitive space.
The Live Más Café was developed in collaboration with Diversified Restaurant Group (DRG), one of Taco Bell’s largest franchise operators. DRG has played a significant role in Taco Bell’s innovation, having previously tested concepts like Cantina designs and efficient pickup systems. SG Ellison, CEO of DRG, described the café as a bold evolution that brings indulgent beverages to the forefront, stating, "This isn’t just a menu update - it's a movement."
In recent years, Taco Bell has focused heavily on beverage innovation to complement its food offerings. Recent tests include Coffee Chillers, Churro Chillers, and Agua Refrescas, as well as cold brew coffee options and Baja Blast energy drinks. Taco Bell's Chief Marketing Officer, Taylor Montgomery, emphasized the importance of beverages, saying, "We want our beverages to be as iconic as our food."
Live Más Café will open its South Bay location at 1548 East H Street in Chula Vista on Monday, December 9, which will be open daily from 7am to 3am. For more information, follow Taco Bell Live Más Café on Instagram.
Originally published on December 6, 2024.
