Taco Bell Plans 30 Live Mas Cafe Openings

Taco Bell has gone all in on beverages.

The brand announced it will expand its Live Mas Cafe footprint, a specialty beverage-focused concept it started testing last year in Chula Vista, Calif. It also released a nationwide lineup of six drinks, including three refreshers, two energy drinks and a frozen drink with freeze-dried fruit pieces.

As many as 30 Live Mas Cafes will open within existing Taco Bell restaurants by the end of 2025. Select Taco Bell restaurants across Southern California, Dallas and Houston will be transformed in the coming months, the company says. Several of those locations will launch in partnership with Diversified Restaurant Group, the franchisee operating the Chula Vista location. DRG and company-owned locations will open this summer, with the first in Orange, Calif., and more openings to closely follow in Irvine, San Diego and Los Angeles County.

“We’re seeing today that people, especially younger consumers, are reaching for refreshing drinks as part of their lifestyle, whether it’s for energy or a sweet treat throughout the day,” says Liz Matthews, Taco Bell’s global chief food innovation officer, in the release. “So, we’re making big investments to become the ultimate beverage stop where our fans can expect to see the same bold, unexpected creativity in their cups as they do on their plates.”

Live Mas Cafe offers over 30 beverages, from specialty coffees and refreshers to dirty sodas. Trained “Bellristas” prepare the specialty drinks on the spot as part of the elevated in-restaurant atmosphere.

Taco Bell aims to reach $5 billion in beverage sales by 2030.