Taco Bell's menu reveal goes full TV spectacle
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Live Más LIVE 2026. Photo: Taco Bell
Taco Bell's third annual Live Más Live event is transitioning to a television show streaming on NBCUniversal's Peacock, marking a new approach for the chain.
The big picture: "The most iconic brands in the world ... are really starting to behave more like entertainment companies," Taco Bell's global chief brand officer Taylor Montgomery tells Axios.
- Film and television distributors are increasingly partnering with marketers from Starbucks to Toys R Us.
- Gap hired a new executive in January to scale the retailer's entertainment portfolio.
State of play: The fast food giant, known for experimenting (remember the Baja Blast pie?), hosted a variety show in Hollywood to unveil over 20 new menu items.
- The event, hosted by rapper Vince Staples, included awards, a game show and appearances from Benson Boone, Demi Lovato, Fernando Mendoza, Ariana Madix, Anderson .Paak and Lil Jon.
The other side: Most brands still treat their annual keynote events like an Apple event and air them on their own platforms or on YouTube.
- McDonald's CEO Chris Kempczinski's recent "Big Arch" announcement sparked social media buzz about how food and beverage players talk about their products.
What they're saying: "We saw [Live Más Live] as a cultural event. They didn't want executives talking at people, they wanted to engage and entertain their fans," Maureen Murphy, EVP of client partnerships at NBCUniversal, tells Axios.
Taco Bell menu changes 2026
Dig in: The spectacle came with substance. Taco Bell unveiled its menu innovations for 2026 — and made Nacho Fries permanent after years of limited-time runs and fan petitions.
Zoom in: Chicken and dessert are driving the buzz.
- A new lineup of "dusted" crispy chicken nuggets — Diablo, Doritos Cool Ranch and Flamin' Hot — swaps sauces for bold seasoning on the outside.
- Mountain Dew Baja Midnight Pie expands the Baja dessert push with passionfruit and citrus flavors. Taco Bell also revealed a Crème Brulee Crunchwrap Slider — a caramelized, cinnamon-sugar dessert wrapped in a tortilla.
What's next: Cheesy G Sliders, Mexican Pizza Empanadas, a Flamin' Hot Mini Taco Salad and a Milk Bar Birthday Cake Empanada are also on deck.
