Taco Bell drops kids’ meals and toys from menu
By Jay Keller
With Tuesday’s announcement, Taco Bell becomes the first quick-service restaurant chain to discontinue kid’s meals and toys at U.S. restaurants.
“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,” Taco Bell CEO Greg Creed said in Tuesday’s statement.
Select restaurants will begin removing kids’ meals in July with a nationwide implementation plan expected to be completed by January 2014.
“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 added
Taco Bell will continue to focus on new menu options that provide a range of branded choices such as the Doritos Locos Tacos, the Cantina Bell Menu as well as offering new “more balanced menu items.”
Creed also noted that changing the menu is a bold move in the fast-food industry but the move just “makes sense for Taco Bell.
“We’ll be able to better focus on creating new and inventive items that our customers love,” Creed said.
Menu items on the current Kid’s Meals Menu will remain available individually on the regular menu, including the Crunchy Taco, Soft Taco, Bean Burrito and Cheese Roll-up.
Taco Bell Corp., a subsidiary of Yum! Brands, Inc., serves made-to-order and customizable tacos and burritos such as the Doritos Locos Tacos, the Cantina Bell Menu and lower-calorie Fresco Menu.