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Taco Bell Axing Unpopular Kids Meals

Posted by on Jul. 23, 2013 at 10:41 PM
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Taco Bell to discontinue kid's meals, which accounted for less than 1 percent of sales

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SymbolPriceChange
MCD96.76-0.82
YUM70.43-1.04

NEW YORK (AP) -- Taco Bell said Monday it will stop serving kids' meals and toys, which weren't really boosting sales anyway.

The chain said it will start removing the options this month at select restaurants, and that it anticipates that no U.S. restaurants will have them by next January. Taco Bell has traditionally gone after younger men who want to load up on fast-food for cheap.

In a press release set to be issued Tuesday, Taco Bell hails itself as the first national fast-food chain to get rid of kids' meals and toys.

"Pioneering this change on our menu is a bold move for our industry, and it makes sense for Taco Bell," CEO Greg Creed is quoted as saying in a statement.

That's notable because advocacy groups have criticized fast-food chains such as McDonald's Corp. for targeting kids in their marketing.

But in an interview, Creed said that kids' meals accounted for less than half of 1 percent of Taco Bell's sales, meaning that it's not really a sacrifice. The chain also hasn't dedicated national advertising to them for at least 12 years. As Taco Bell tries to extend the success of its Doritos-flavored tacos introduced last year, it's also trying to build its credentials with people in their 20s and 30s.

Kids' meals don't fit with that image.

"We're trying to be this Millennial edgy brand, and having a kid's meal was inconsistent," Creed said.

He said the energy the company had to devote to organizing its kids' meals and toys throughout the year would be better spent on its core menu.

Taco Bell is owned by Yum Brands Inc., of Louisville, Ky., which also owns KFC and Pizza Hut. KFC offers kids' meals in little buckets, but they don't come with toys.

by on Jul. 23, 2013 at 10:41 PM
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Replies (1-10):
chrissydan
by on Jul. 23, 2013 at 11:55 PM
I had no idea that they even carried kids meals
Posted on CafeMom Mobile
sara_7106
by Bronze Member on Jul. 23, 2013 at 11:56 PM
Me either


Quoting chrissydan:

I had no idea that they even carried kids meals

kmqw229
by Bronze Member on Jul. 24, 2013 at 1:07 PM
Same here!!

Quoting chrissydan:

I had no idea that they even carried kids meals
Posted on CafeMom Mobile
SarahSuzyQ
by Sarah on Jul. 24, 2013 at 2:33 PM
Interesting. We never get a meal when we do eat there, so I'm not surprised there weren't many sales.
wandep
by on Jul. 25, 2013 at 11:28 AM

I think we may have bought kids meals from them like 1 time. Usually my kids just get tacos off the menu. Cheaper that way.

othermom
by Bronze Member on Jul. 25, 2013 at 11:32 AM

That makes sence to get rid of them. We never bought one there before.

SweetLuci
by on Jul. 25, 2013 at 10:50 PM

 Didn't know they had them,.

sprinkles9112
by Member on Jul. 25, 2013 at 10:52 PM

I didn't even know they had kid's meals...


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TigerofMu
by Sonja on Jul. 26, 2013 at 8:13 AM
Taco Bell has such a great "value menu", with regular tacos and burritos that are a lot better deal. I don't think any of my kids have ever ordered a Kids' Meal at Taco Bell!
conweis
by Bronze Member on Jul. 26, 2013 at 10:37 PM
Same

Quoting chrissydan:

I had no idea that they even carried kids meals
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