Taco Bell is diving into Gen Z’s coffee culture with more Live Más Cafés. Gen Z isn’t just sipping coffee—they’re remixing it into a lifestyle. Coffee is now a daily “little treat,” not just a morning pick-me-up, fueled by TikTok trends, wild flavors, and endless customization. Taco Bell originally launched shop-within-a-shop cafés in 2024, complete with their own machines, Bell-ristas, and menus inspired by Mexican cafés—fruity Refrescas, specialty coffees, and churro-milkshake mashups. The idea started with a franchisee and Taco Bell’s food innovation team, landing on a lineup that the brand says sold four times more than expected. And while Live Más Café isn’t aimed only at Gen Z, Taco Bell’s global chief food innovation officer, Liz Matthews, says young consumers are driving today’s beverage craze and are the reason they’re expanding with 30 more locations by the end of 2025. (Yum!, Daily Pilot)
👀 Read more from YPulse: 4 Trends Defining Gen Z’s Coffee Culture
