Taco Bell has launched a new restaurant concept in San Diego that shifts its focus from traditional tacos to beverages. The Live Más Café opened its doors on December 9, featuring a menu centered around specialty drinks, including Coffee and Churro Chillers, agua frescas, and various coffees. Alongside these drink offerings, the café also serves some of Taco Bell’s well-known food items.
The establishment introduces “Bellristas,” a term Taco Bell has coined for its beverage-serving staff. Located at 1548 E. H Street in Chula Vista, California, the café operates daily from 7 a.m. to 3 a.m. and includes a drive-thru service. Taco Bell aims to “disrupt the beverage industry” with this new venture.
Scott Mezvinsky, president of Taco Bell, stated that the Live Más Café is designed to enhance the customer experience. He emphasized that this pilot concept expands the brand’s boundaries, allowing guests to enjoy Taco Bell’s bold flavors in innovative ways.
The café is part of a collaboration with Diversified Restaurant Group, one of Taco Bell’s key franchise partners. This partnership has been instrumental in bringing the concept to life and reflects Taco Bell’s commitment to innovation and growth within the beverage sector. The café aims to attract younger consumers by providing a unique beverage experience that competes with established chains like Starbucks and Dunkin’.
In addition to traditional menu items, the Live Más Café offers a variety of indulgent beverages that appeal to Gen Z consumers. The menu includes frozen coffees, green teas, and cold brews, showcasing Taco Bell’s efforts to diversify its offerings beyond food.
As the beverage market continues to grow, Taco Bell’s new initiative positions it to capture more customers looking for specialty drinks in a fast-service environment. The company believes that this move will not only enhance brand awareness but also drive incremental sales as consumers seek out unique beverage options.
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