Taco Bell has announced that it will discontinue its Kid’s Meal and will pull the offer at select restaurants starting this month. By January 2014, kids’ meals will be completely removed from the Taco Bell menu.
In a press release, Taco Bell claimed that it was the first major fast food chain to eliminate meals targeted toward children. Although the sale of kids’ meals dropped to less than 1 percent of Taco Bell’s total gross in 2012, the company claims that the decision was influenced by branding concerns, not economics.
“We want to strengthen and be really clear and focused on our brand positioning as the brand for millennials,” he said. “And a kid’s meal is just inconsistent with the edgy, left-of-center millennial brand,” CEO Greg Creed told HuffPo.
A valid point. Taco Bell seems to get most of its drive-thru love via twenty-somethings ordering the Doritos Locos Taco at 3AM.
Kid’s meal entrees such as the Crunchy Taco and Cheese Roll-Up will remain individually available on the menu. Just don’t expect a SpongeBob key fob with it.