The inaugural event last year, held in Las Vegas, provided an early look at about 30 new product innovations
Taco Bell’s inaugural Live Más Live event in Las Vegas early last year provided a peek at some of the chain’s menu innovations in the pipeline ahead of what played out to be one of its busiest years ever for product launches. Live Más Live, held in a popup space off the Vegas strip, was reminiscent of an Apple launch event, highlighting a number of new products spanning all dayparts and including new platforms (like Cantina Chicken) and partnerships.
On Jan. 28, Taco Bell plans to bring the event back for a second year, but this time it will be held at the Hollywood Palladium. Live Más Live will unveil 2025’s biggest innovations, both on and off the menu, and attendees will get exclusive access to products, partnerships, live entertainment, and more. Taco Bell Fire! Tier Rewards Members have the first chance to win tickets, hotel accommodations, and a voucher toward travel and expenses via a Tuesday Drop in the app on Dec. 10 at 2 p.m. PST.
For those who can't attend in person, the event will be streamed live on Taco Bell’s YouTube channel on January 28, 2025, at 5 p.m. PT.
“Live Más Live is all about celebrating the passion and energy of our fans, whether they’re joining us in person or tuning in online, and this year, we’re turning things up a notch,” chief executive officer Sean Tresvant said in a statement. “We’re bringing fans closer than ever before by giving them exclusive access to the innovation, collaborations, and unforgettable experiences that define Taco Bell. To ‘Live Más’ in 2025 isn’t just about what’s on the menu — it’s about connecting with our community, pushing boundaries, and reimagining what it means to be part of the Taco Bell family.”
Taco Bell is no stranger to interactive events for its fans. The Taco Bell Hotel debuted in 2019, with musical performances, celebrity appearances, fan recognition, and a glance at (and chance to try) upcoming menu innovations. In August, Taco Bell opened “The Cantinas" – an early retirement community – for two days, which included “cross-generational leisure and senior inspired” activities like golf, aerobics, and pickleball, as well as retail and dining opportunities.
For more information on Live Más Live 2025, follow along on social and visit tacobell.com/livemaslive.
Contact Alicia Kelso at [email protected]
