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Taco Bell's kids' meals are on the chopping block. The company announced today that it will completely eliminate kids' meals, and their accompanying toys, systemwide by January.
"As we continue our journey of being a better, more relevant Taco Bell, kid's meals and toys simply no longer make sense for us to put resources behind," said Greg Creed, CEO. "What does make sense is concentrating on expanding choices that meet and exceed the diverse needs of consumers of all ages, without losing focus on what makes us great today."
Creed told USA Today earlier this week that kids' meals are not consistent with the brand's positioning, which is geared more toward Millenials.
Taco Bell is the first national QSR chain to eliminate kids' meals, according to a company news release. Regional QSR Jack in the Box pulled toys from its kids' meals in 2011.
Although the QSR segment sells more than 1.2 billion kids' meals annually in the U.S., Taco Bell's kids' meals account for half of 1 percent of overall sales.
"It's fairly inconsistent for an edgy, twentysomething brand to offer kids' meals," Creed told USA Today.
Kids' meals and their marketing strategies have come under fire in recent years for contributing to rising childhood obesity rates, however Creed insists that is not the reason for this latest move.
"Pioneering this change on our menu is a bold move for our industry, and it makes sense for Taco Bell," said Creed. "We'll be able to better focus on creating new and inventive items that our customers love."
Menu items on the current kids' meals menu will remain available individually on the regular menu, including the crunchy taco, soft taco, bean burrito and cheese roll-up.
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