Taco Bell on Mockingbird Lane introduces Live Más Café, a new beverage concept.

Taco Bell is set to expand its innovative Live Más Café concept in Dallas, marking a significant development for the fast-food chain. The brand has selected a prominent location for this new initiative, specifically the Taco Bell situated at the intersection of Mockingbird Lane and McMillan Avenue in East Dallas. This location has undergone renovations to accommodate the drink-centric model that emphasizes a diverse beverage menu.

The Live Más Café will offer a variety of unique drinks, inspired by traditional Mexican flavors. Among the offerings are refrescas, a drink with roots in agua fresca, along with a selection of iced and blended coffees, and churro chillers, which are frozen beverages featuring churro crumbles at the bottom of each cup. This focus on specialty drinks is part of Taco Bell’s broader strategy to enhance its appeal, particularly among younger consumers.

Following the successful pilot of Live Más Café in California, Taco Bell plans to introduce this concept to an additional thirty locations by fall. The Dallas establishment marks the first launch of Live Más Café outside of California, with Houston anticipated to follow as the next market for expansion.

The East Dallas Taco Bell, known for serving as a late-night venue for students and young adults from Southern Methodist University, is temporarily closed for these renovations. Upon its reopening, the restaurant will resume its service around the clock.

The introduction of Live Más Café aligns with Taco Bell’s goal to significantly boost its beverage sales, aiming for an impressive target of billion by the year 2030. This expansion is said to be inspired by the preferences of Generation Z, who have shown a growing interest in curated and customizable beverages. Taco Bell is part of Yum Brands, which also oversees other popular fast-food concepts like Pizza Hut and KFC.

The Live Más Café initiative is already being planned for additional North Texas locations, with two more establishments listed on its website: one at 3127 Inwood Road in Dallas and another at 3321 N Belt Line Road in Irving. In a related note, another fast-food giant, McDonald’s, had previously tested a drink-focused concept called CosMc’s within the region, but ultimately closed all pilot locations earlier this year.

As the culinary landscape evolves, Taco Bell’s commitment to innovation within the beverage sector reflects a broader trend within the fast-food industry to cater to changing consumer tastes.