News Summary
Taco Bell is expanding its innovative Live Más Cafés with two new locations set to open in Irvine and San Diego County. This follows a successful test launch in Chula Vista. The cafés will feature over 20 specialty drinks and are designed to attract younger customers, especially Generation Z, with modern decor and digital ordering kiosks. Grand opening events will include live music and giveaways, showcasing the chain’s commitment to beverage sales growth and enhancing its presence in the fast-casual dining market.
Irvine, California
Taco Bell is set to expand its unique café concept with the opening of two new Live Más Cafés on September 16, 2024. This includes the first-ever Live Más Café in Orange County, located directly across from the University of California, Irvine (UCI). The second location will be situated in San Diego County on Carmel Mountain Road.
The opening follows a successful test launch of the inaugural Live Más Café in December 2023 in Chula Vista, prompting the chain to accelerate its plans for further locations. Taco Bell intends to open an additional 30 Live Más Cafés across California and Texas within the year, reflecting the brand’s commitment to enhancing its beverage sales, with a target of reaching $5 billion in sales by the year 2030.
The new cafés will showcase over 20 specialty drinks, creating a vibrant menu aimed at beverage enthusiasts. Offerings include agua frescas, flavored coffees, and exclusive beverages innovatively crafted by staff members known as “Bellristas.” Popular items will include the chain’s signature Refrescas, frozen Churro Chillers, and seasonal specials like the Caramel Apple Empanada Chiller.
Grand Opening Events
To celebrate the launch, both locations will host grand opening events featuring interactive activities, giveaways, and live music. The Irvine café will hold its festivities from 1 p.m. to 4 p.m., highlighted by a ribbon-cutting ceremony attended by Taco Bell’s CEO. In contrast, the San Diego café will maintain operational hours from 7 a.m. to 2 a.m. daily, with the Irvine location serving customers from 8 a.m. to 3 a.m. daily.
Sales Performance & Target Demographics
In light of its recent performance, Taco Bell reported a 4% increase in same-store sales for the second quarter of 2023. The fast-food chain is looking to capitalize on this momentum by targeting younger customers, particularly those in Generation Z, with the modern designs and digital ordering kiosks featured at the Live Más Cafés.
The cafés emphasize rapid service in a setting that boasts bright, contemporary decor, making them appealing to students and young adults. Drink prices at Live Más Cafés are positioned between $3.49 and $5.29, perceived as reasonable compared to similar beverages from competing chains.
Menu Offerings
The Live Más Cafés will not shy away from Taco Bell’s traditional offerings. Patrons can enjoy a selection from the regular Taco Bell menu, including their popular burritos and tacos, alongside the expanded beverage choices.
Background Context
As of June 2023, Taco Bell operates over 8,700 locations worldwide. The initiative to launch Live Más Cafés represents a strategic shift for the brand, aiming to create a café-like atmosphere that fosters social interaction while providing quick-service food and beverage options. This new concept within Taco Bell is expected to cater to customers looking for more than just fast food but rather a place to enjoy unique drink offerings in a lively environment.
The first openings of Live Más Cafés mark an important milestone for Taco Bell as they seek to adapt to changing consumer preferences and solidify their presence in the fast-casual dining space.
Deeper Dive: News & Info About This Topic
HERE Resources
Temporary Closure of Restaurants in Orange County
Newport Beach City Council Appoints Seimone Jurjis as City Manager
Attic to Art Transforms Children’s Drawings into Home Décor
Taco Bell Expands Live Más Café Concept in Orange and Irvine
Rooftop Dining Experiences for Independence Day in Orange County
Dining Delights Near UC Irvine This Summer
Additional Resources
- Nation’s Restaurant News: Taco Bell’s Live Más Café Expansion
- Wikipedia: Taco Bell
- Orange County Business Journal: Taco Bell to Open Live Más Café in Irvine
- Google Search: Taco Bell Live Más Café
- Patch: Taco Bell Opening Second Live Más Café in San Diego County
- Google Scholar: Taco Bell Live Más Café
- USA Today: Taco Bell Live Más Café
- Encyclopedia Britannica: Taco Bell
Author: STAFF HERE COSTA MESA WRITER
COSTA MESA STAFF WRITER The COSTA MESA STAFF WRITER represents the experienced team at HERECostaMesa.com, your go-to source for actionable local news and information in Costa Mesa, Orange County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the OC Fair, Concerts in the Park, and Fish Fry. Our coverage extends to key organizations like the Costa Mesa Chamber of Commerce and Boys & Girls Clubs of Central Orange Coast, plus leading businesses in retail, fashion, and technology that power the local economy such as Vans, Experian, and South Coast Plaza. As part of the broader HERE network, including HEREAnaheim.com, HEREBeverlyHills.com, HERECoronado.com, HEREHollywood.com, HEREHuntingtonBeach.com, HERELongBeach.com, HERELosAngeles.com, HEREMissionViejo.com, HERESanDiego.com, and HERESantaAna.com, we provide comprehensive, credible insights into California's dynamic landscape.
