Survey: Millennials think of Taco Bell as 'typical fast food'

Aug. 5, 2013

YouGov's latest omnibus public opinion survey results have been been released, measuring millennials' opinion of the Taco Bell brand. It was conducted July 30 through Aug. 1, after CEO Greg Creed said the chain is "trying to be this millennial edgy brand."

As part of that specific branding effort, Taco Bell dropped its kids' meal option from the menu.

But the survey shows this effort hasn't resonated quite yet. The most comment description used by millennials — 38 percent of them polled — to describe Taco Bell is "typical fast food."

"Cheap and filling" was the answer for 19 percent of respondents, followed by "late night meal or snack food" (17 percent). Just 1 percent of this demographic described Taco Bell as "hip and edgy."

The jury is still out on whether or not Taco Bell's decision to try to appeal more to millennials by dropping kids meals may hurt it with another key consumer segment — parents.

For now, YouGov's daily brand perception monitoring service, BrandIndex, reveals that Purchase Consideration scores for Taco Bell during the course of 2013 have been significantly higher for both parents and millennials compared to the general population of adults 18 and older. Purchase Consideration among parents (34 percent) is slightly higher than among 18-34 year olds (33 percent). That compares to 28 percent among the general population.

Millennials (41 percent) and parents (41 percent) both stated support for Taco Bell's decision to eliminate kids' meals. But more parents (27 percent) than millennials (20 percent) disagree with the decision. Additionally, parents, by a 3 to 1 margin, say they are more likely eat at a fast food restaurant with their kids if kids' meals are offered.

Read more about trends and statistics.

Topics: Marketing / Branding / Promotion , Trends / Statistics

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