Taco Bell Drops Kids’ Meals to Cater to Millennials

Staff Writer
The fast-food chain wants to create 'new and inventive items' instead

Photo Sasabune Omakase Modified: Flickr/erin/CC 4.0

Taco Bell is dropping their kids menu to focus on things that will appeal to their target demographic: millennials.

Looks like Taco Bell is finally coming to terms with who their customers are (namely, teenagers and young 20-somethings with the munchies).The brand announced today that they will be dropping all kids meals and toys, instead focusing on items like the Doritos Locos Tacos and the Cantina Bell Menu.

"The future of Taco Bell is not about kids meals," Taco Bell CEO Greg Creed told USA Today. "This is about positioning the brand for millennials."

We assume this marketing tactic came about after the Doritos Locos Tacos, launch, as it only took Taco Bell 10 weeks to sell 100 million of the Doritos-flavored taco shell tacos. And kids meals only account for "half of 1 percent" of Taco Bell’s overall sales, USA Today reports.

"It's fairly inconsistent for an edgy, 20-something brand to offer kids meals," Creed said. In the meantime, items like the Crunchy Taco, Soft Taco, Bean Burrito, and Cheese Roll-Up will be available as individual items; the complete phase-out of kids meals will be completed by January 2014.

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