Taco Bell Expands Menu Innovation as Beverages Drive Growth
Oct/31/2025
Taco Bell has filed a new U.S. trademark for 'Diablo Crispy Chicken Nuggets', signaling another addition to its increasingly diversified menu under Yum! Brands. The move comes as the chain’s beverage-led strategy gains momentum, with sales of over 600 million drinks through August 2025 — a 16% year-on-year increase—driven by its Refrescas line and Live Más Café concept targeting Gen Z consumers. Positioned near university hubs, these cafés are becoming profitable test beds for lifestyle-driven drinks, some selling nearly 900 beverages daily. The strategy mirrors broader shifts in the quick-service industry, where premium drinks are reshaping dayparts and eroding Starbucks’ dominance. With 8,757 outlets worldwide, Taco Bell remains Yum’s second-largest revenue contributor, leveraging its blend of bold innovation and youth-focused branding to capture the next wave of fast-food growth.
