Taco Bell is set to expand its Live Mas Café, a speciality beverage-focused concept, with plans to open 30 locations within existing restaurants by the end of 2025.
Taco Bell began testing the concept in 2024 in Chula Vista, California.
Go deeper with GlobalData
The expansion will cover Southern California, Dallas and Houston, transforming select Taco Bell restaurants.
Many of these outlets will partner with Diversified Restaurant Group, the franchisee that operates the Chula Vista location.
Both DRG and company-owned locations are set to open in the summer of 2025, beginning in Orange, California, followed by Irvine, San Diego and Los Angeles County.
Taco Bell global chief food innovation officer Liz Matthew stated: “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.”
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataLive Mas Café offers more than 30 beverages, made by “Bellristas”. Drinks include including speciality coffees, refreshers and sodas.
Taco Bell aims to reach $5bn in beverage sales by 2030.
The company has also introduced a nationwide lineup of six drinks: three Agua Refrescas, two energy drink and a frozen drink with freeze-dried fruit pieces. The Agua Refrescas, priced at $3.99 for 20oz, offer a Taco Bell twist on the Mexican beverage with freeze-dried fruit pieces and green tea for a caffeine boost.
The Rockstar Energy Refrescas, priced at $4.49 for 20oz, are available in Pineapple Lime and Tropical Punch flavours, each containing 200mg of caffeine.
