Pepsico Renews Partnership With Taco Bell For 11 More Yea…

▲ S&P 500 +—%|▲ Stock Advisor +—%Join The Motley Fool

Ringing the Bell

The pact, which will be in force through 2036, covers all U.S. Taco Bell locations, as well as outlets of the brand extensions Taco Bell Cantina and Live Más Cafe. This also applies to Taco Bells in Canada, the U.K., Ireland, and Thailand. The popular and exclusive PepsiCo products served at the restaurants, especially the beloved Baja Blast, will remain, as will company standards such as Pepsi and Mountain Dew.

PepsiCo did not provide the financial particulars of the new agreement.

The timing of the Taco Bell extension is ideal. Only last week, another longtime partner, KFC, opted to oust PepsiCo as its exclusive beverage purveyor in favor of that company’s eternal rival, Coca-Cola (KO +2.87%), effective at the start of next year. Interestingly, both Taco Bell and KFC are operated by the same restaurant conglomerate, Yum! Brands (YUM +2.12%), a business spun off from PepsiCo in 1997 (hence the legacy beverage supply arrangements).

In PepsiCo’s press release on the renewed Taco Bell deal, the company quoted its president of the Global Away From Home unit, Anne Fink, as saying that “Some of PepsiCo’s best foodservice innovations have come from partnerships that challenge us to think differently, and Taco Bell has always brought that energy.”

PEP – PepsiCo

$138.83+$4.13 (+3.07%)

NASDAQ · As of 4:00 PM ET 10/22/26

Premium Feature

Moneyball Superscore71/100

Key data points

Market capMarket cap calculated using publicly traded s outstanding only. Does not include unlisted, private, or dual-class non-traded s. Implied market cap may vary.$183.56B

Day’s range$134.85 – $139.00

52wk range$123.47 – $171.48

Volume9.4M

Avg volume8.6M

Gross margin54.11%

Dividend yield4.31%

Innovators wanted

What’s interesting to me about both developments is that they seem to a single theme. It’s stronger in the PepsiCo Taco Bell announcement, which features the word “innovation” and its variations eight times, including the quote above. The real value in the new arrangements seems to be the exclusive drinks that the beverage partner has either helped introduce, or can introduce, in the future.

Baja Blast, co-developed by PepsiCo and Taco Bell, was a real departure for the pair, a new, distinctive, and exclusive offering that set the latter apart and enhanced its appeal. In fact, in the Taco Bell renewal announcement, PepsiCo took pains to mention that Baja Blast — for which it holds the registered trademark and a host of other intellectual property rights — is now a billion-dollar brand. Taco Bell surely doesn’t want to lose that mojo.

KFC and PepsiCo made a similar plunge into special drinks with the 2019 rollout of Sweet Lightning. The gold-colored soft drink with the peach flavor didn’t make anywhere near the splash Baja Blast did, not least because its introduction came shortly before the onset of the coronavirus pandemic and its deleterious effect on the restaurant business. Sweet Lightning is still on the menu at KFC, at least for now, as are other drinks that are essentially cream additions to standard offerings.

It feels to me, then, that KFC and Taco Bell both chose the beverage company they believed was most innovative. For the former, it was the powerhouse Coca-Cola, while the latter opted to stay with the partner that helped develop its smash-hit exclusive drink.

Wins and losses

Without knowing the financial details of the Taco Bell extension, it’s tough to gauge how much it’ll affect PepsiCo’s fundamentals. It’s undoubtedly encouraging by comparison, at least, since the Mexican-themed fast-food slinger’s U.S. sales are much higher than KFC’s.

Nevertheless, as KFC remains a major presence on this continent’s quick-dining scene, I’d imagine PepsiCo was eager to sign the deal after losing that business. So the Taco Bell extension might not be more lucrative than the legacy arrangement. Given what we know, I’d rate the new pact as a clear victory for PepsiCo, if not a major game changer.

And that’s something that would concern me about the company. With flat-lining organic sales in its crucial North America beverage and snacks operations, it needs bigger wins. Sure, it has a high-yield dividend that pays out at 4.4% these days, but I don’t think that’s enough to support or increase its price alone. I’d give PepsiCo stock a miss, despite Thursday’s indisputably good news.