Taco Bell Grows Up

Published in CSP Daily News

Will discontinue kids' meals, toys nationally

IRVINE, Calif. -- Taco Bell announced that it will discontinue kids' meals and toys at its U.S. restaurants, becoming the first national quick-service restaurant (QSR) chain to do so, it said. Select restaurants will begin the removal in July; it anticipates nationwide implementation by January 2014.

"As we continue our journey of being a better, more relevant Taco Bell, kids' meals and toys simply no longer make sense for us to put resources behind," said Greg Creed, chief executive officer of Taco Bell.

"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," he said.

Kid's meals are not part of Taco Bell's long-term brand strategy and have had an insignificant impact on system sales. Taco Bell will continue to focus on new menu options that provide a broad range of choices and define the brand, such as the Doritos Locos Tacos, the Cantina Bell Menu as well as offering more balanced menu items, it said.

"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 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., is the nation's leading Mexican-inspired quick service restaurant. Taco Bell serves made to order and customizable tacos, burritos, and specialties such as the exclusive Doritos Locos Tacos, gourmet inspired Cantina Bell Menu and lower calorie Fresco Menu. Taco Bell employs more than 150,000 team members in nearly 6,000 restaurants across the United States, and has more than 350 franchise organizations that serve more than 36 million customers every week.