Taco Bell has embarked on a new venture by introducing a beverage-focused restaurant concept named Live Más Café in San Diego. This innovative approach centers around a menu rich in drinks, diverging from its traditional taco offerings.
The Live Más Café is a prototype that draws inspiration from similar models like CosMc’s by McDonald’s, which emphasizes specialty beverages and snacks for a younger audience. This new concept showcases an array of drinks including milkshakes, coffees, fruity iced options, and a unique twist on the dirty soda trend using its well-known Mountain Dew Baja Blast.
According to R.J. Hottovy of Placer.ai, Taco Bell’s foray into a beverage-centric model is a strategic move to tap into the burgeoning beverage industry, which has shown significant growth over the past two years. Beverage concepts have increasingly attracted younger consumers, making it a viable path for Taco Bell to broaden its customer base.
Taco Bell stated that this model represents their ambition to disrupt the beverage landscape through a diverse and innovative selection of drinks. In recent years, they’ve introduced various options such as frozen coffee Chillers, fruit-infused Agua Refrescas, and new cold brew coffees developed with Beekeeper, all featured on the café’s menu.
While Taco Bell has been a leading performer within Yum Brand’s portfolio, outperforming sibling brands like KFC and Pizza Hut, this new café model aligns with their strategy to embed beverages as a significant part of their business model. Recent reports indicate a 4% rise in same-store sales, attributed to popular menu innovations such as a new value meal and the Big Cheez-It.
Developed in partnership with Diversified Restaurant Group, a major Taco Bell franchisee, the Live Más Café also extends the brand’s footprint, building on concepts like the Cantina, which gained traction a few years ago.
Taco Bell’s introduction of the Live Más Café highlights its strategic shift towards capturing the growing beverage market. By leveraging innovative drink offerings and partnering with experienced franchisees, Taco Bell aims to diversify its customer base and strengthen its market position.
Source: Wsvn
