PepsiCo locks in Taco Bell partnership through 2036 following KFC loss

PepsiCo Inc (NASDAQ:PEP) shares rose 2.5% on Thursday as the company secured an 11-year extension to its U.S. fountain partnership with Taco Bell. The extension eliminates market worries that Yum! Brands Inc (NYSE:YUM) restaurants could switch to Coca-Cola Co (NYSE:KO). The deal extends PepsiCo’s exclusive rights to serve beverages at Taco Bell, Taco Bell Cantina, and Live Más Cafe locations across the United States until 2036.

It also maintains international distribution in Canada, the United Kingdom, Ireland, and Thailand. The long-term agreement provides stability for PepsiCo’s away-from-home division, following KFC’s decision to switch to Coca-Cola in January, affecting 3,700 U.S. locations. Maintaining Taco Bell’s presence of over 8,200 restaurants safeguards a core volume engine for PepsiCo, a high-margin foodservice channel that has been a breeding ground for co-branded product lines.

The renewed deal emphasizes joint product innovation, targeting Gen Z consumers and expanding functional, energy, and crafted beverage categories. By securing Yum! Brands' most lucrative domestic concept, PepsiCo strengthens its quick-service alliance against Coca-Cola's market-share acquisition efforts. Investors welcomed the resolution, viewing it as a crucial defense of PepsiCo’s domestic fountain presence and a reaffirmation of the value generated by its co-developed menu innovations.