PEP · News · 20261022N

Customer Dynamics

PEPSICO INC · 2026-10-22 · Importance 40 · Surprise 42

PepsiCo renewed its beverage partnership with Taco Bell for 11 years through 2036. The agreement covers participating Taco Bell, Taco Bell Cantina and Live Más Cafe locations in the United States, plus Taco Bell operations in Canada, the United Kingdom, Ireland and Thailand. It protects PepsiCo's relationship with a major restaurant account after sister chain KFC selected Coca-Cola, while supporting continued Mountain Dew Baja Blast distribution and new crafted, functional and energy beverage development.

Key facts

• One article characterizes the Taco Bell renewal as a defensive move protecting an existing high-value account and limiting further defections within Yum! Brands amidst a decline in PepsiCo's North American beverage volume. source