Tacala Companies, one of the largest Taco Bell franchise operators in the United States, is charting a new course that reaches far beyond tacos and burritos. Under the leadership of CEO Joey Pierson, the Birmingham-based company has begun expanding aggressively into the drive-thru beverage market through the rapidly growing coffee brand 7 Brew.
Pierson, who oversees nearly 400 Taco Bell locations across the southern United States, says the opportunity to diversify into beverages felt both strategic and timely. “We’ve always kicked the tires about adding other brands, and 7 Brew came along at exactly the right time,” he said. During an early visit to the company’s Arkansas headquarters, Pierson was struck by the brand’s energy and customer-focused culture. Team members take orders on tablets outside the drive-thru lanes, creating direct interaction with customers while delivering a menu centered on customizable coffee and energy drinks.
The concept’s growth has been swift. 7 Brew expanded from just 38 stores in 2022 to more than 320 by the end of 2024, with its national footprint now exceeding 470 locations. Tacala joined the system in 2022 and has already opened 29 locations, with long-term ambitions to develop as many as 200 units by 2030.
Pierson has played a central role in Tacala’s expansion for more than two decades. Before joining the company in 2001 as chief financial officer, he spent 15 years with the accounting firm Ernst & Young. He later served as Co-Chief Executive alongside Tim Morrison beginning in 2017 before assuming sole leadership after Morrison’s retirement in 2022. During his tenure, Tacala has added more than 200 Taco Bell restaurants, transforming the company into a powerhouse within the brand’s franchise system.
Much of that growth has been supported by private equity investment. Altamont Capital Partners acquired Tacala in 2012, providing the financial backing that enabled both acquisitions and new restaurant development. Pierson estimates that roughly half of the company’s recent expansion has come from building new locations while the other half has been driven by strategic acquisitions. With the addition of 7 Brew, Tacala is now positioning itself as a multi-brand franchise platform with significant room for growth.
Even as the company scales, Pierson emphasizes that its culture remains the foundation of its strategy. His long-term ambition is to make Tacala the premier multi-brand franchise group in the country, but he insists that responsible growth and investment in people will remain central to the company’s identity. “Our goal is to grow both brands responsibly and invest in the strongest teams possible,” he said. “We have always been here to serve, and that’s not going to change.”
