A Taco Bell Dedicated to Drinks Launches in San Diego
Live Más Café will offer specialty drinks served by ‘Bellristas.’
Photo courtesy of Taco Bell
Taco Bell has a new experiment for its fans to drink in: The fast food chain is testing a new beverage-focused concept called the Live Más Café. It’s part of its “plan to disrupt the beverage industry with a Taco Bell twist,” the brand says.
The first location, launched in partnership with Taco Bell franchisee Diversified Restaurant Group, just opened in San Diego — 1548 E. H Street, Chula Vista, California, to be exact. The cafe will provide specialty drinks such as Chillers, Agua Refrescas and specialty coffees that will be prepared and served by employees Taco Bell is calling “Bellristas.”
The new spot will also offer popular Taco Bell menu items and offer a “cozy, inviting atmosphere,” in which to enjoy them “all while maintaining the great value customers love,” the brand promises.
Photo courtesy of Taco Bell
Customers will place their orders for drinks and other items via electronic-tablet-like “kiosks.” And judging from photos of this first location released by the brand, the vibe leans heavily on sunlight and soothing shades of lavender. The cafe, which also has a drive through, will be open every day from 7 a.m. to 3 a.m.
“We’re always looking for new ways to elevate the Taco Bell experience, and the Live Más Café is the perfect example of that,” Taco Bell President Scott Mezvinsky says in a statement. “This innovative pilot concept is all about expanding the boundaries of what Taco Bell can be, creating a dynamic space where guests can experience our bold flavors in new and exciting ways.”
Taco Bell’s drink-forward concept echoes McDonald’s similar “beverage and treat" spots, CosMc’s, which debuted in Illinois last year and expanded to Texas in 2024. It’s also in line with the country’s growing obsession with punched-up soft drinks.
Photo courtesy of Taco Bell
Given that Diversified Restaurant Group is one of Taco Bell’s biggest franchisees, with more than 330 locations, it seems likely that, if this first location proves as popular as the chain surely hopes, more may open.
SG Ellison, Diversified Restaurant Group’s CEO, calls Live Más Café “a bold new chapter” in the company’s “journey of innovation.”
“Rooted in Taco Bell’s cultural rebel spirit, Live Más Café redefines the consumer experience by bringing a new lineup of indulgent beverages,” Ellison says. “This isn’t just a menu update message — it’s a movement. The new beverage platform will empower consumers to live bold and live beyond, and Taco Bell has allowed us to help write the book on this exciting new concept.”
Related Content:
