News Brief: Taco Bell’s Beverage Expansion
Summary
Taco Bell is aggressively expanding its Live Más Café beverage concept inside existing restaurants, aiming to build a $5 billion drink business by 2030. The initiative features a wide array of specialty drinks and has shown strong early sales, capitalizing on the growing consumer trend of seeking “little treats.”
Key Points
- Café Rollout: Taco Bell is integrating Live Más Cafés into its current locations, with 30 planned by year-end in Southern California, Dallas, and Houston.
- Beverage Menu: The menu includes churro chillers, specialty coffees, refrescas (lemonade, tea, or energy drink-based), and “bellrista favorites.”
- Sales Performance: The Irvine location sells over 900 drinks daily, with more than a third of orders including a Café item. The Chula Vista location sells over 750 daily.
- Strategic Goal: This is part of a plan to generate $5 billion from beverages by 2030. So far in 2024, Taco Bell has sold over 600 million drinks, a 16% year-over-year increase.
- Industry Trend: The fast-food industry is heavily focusing on beverage innovation, driven by younger consumers (Gen Z and Millennials) who view these purchases as experimental “treats.”
- Broader Strategy: The Café concept helps Taco Bell test new products, appeal to younger demographics, and strengthen its breakfast offerings with coffee.
新闻简报：塔可贝尔的饮品业务扩张
总结
塔可贝尔正在其现有餐厅内大力推广Live Más Café饮品概念，目标是到2030年建立一个价值50亿美元的饮品业务。该计划提供多种特色饮品，早期销售表现强劲，迎合了消费者寻求“小确幸”的日益增长趋势。
关键点
- 咖啡馆推广：塔可贝尔正在其现有门店内整合Live Más Cafés，计划年底前在南加州、达拉斯和休斯顿开设30家。
- 饮品菜单：菜单包括油条奇乐冰、特色咖啡、果爽冰饮（以柠檬水、绿茶或Rockstar能量饮料为基底）以及“咖啡师推荐”。
- 销售表现：尔湾门店每天售出超过900杯饮品，超过三分之一的订单包含咖啡馆商品。丘拉维斯塔门店每天售出超过750杯。
- 战略目标：这是到2030年从饮品业务中获得50亿美元收入计划的一部分。2024年至今，塔可贝尔已售出超过6亿杯饮品，同比增长16%。
- 行业趋势：快餐行业正大力关注饮品创新，由年轻消费者（Z世代和千禧一代）推动，他们将此类消费视为实验性的“小确幸”。
- 更广泛战略：咖啡馆概念帮助塔可贝尔测试新产品，吸引年轻客群，并通过咖啡加强其早餐供应。
Original Article Link: https://www.cnbc.com/2025/10/24/taco-bell-live-mas-cafe.html