“The future of Taco Bell is not about kids meals,” Greg Creed, Taco Bell CEO, told USA Today. “This is about positioning the brand for Millennials.”
The decision to discontinue kids meals makes Taco Bell the first national fast-food chain to do so. The move comes at a time when fast-food restaurants are under fire from parents, and health groups over the nutrition of kids meals. These groups believe that the toys added to kids meals act as a form of “deceptive marketing” toward children, reports USA Today.
Taco Bell claims that the decision to remove kids meals isn’t to satisfy health groups, but is instead due to the meals making up less than 1% of Taco Bell’s sales. With the kids meals removed parents will have to spend a little more to purchase food for their children at the restaurant. A kids meal with a Crunchy Taco, Cinnamon Twists and a small beverage costs about $2.84, but when ordered a la carte that price will increase to $3.17, reports USA Today.
Creed expressed that he has wanted to remove kids meals from Taco Bell’s menu since he joined the company in May of 2001.
“To some extent, hopefully it’s empowering parents,” Creed told The Huffington Post. “Because now parents get to discuss with their children what they’d like to eat when they visit a Taco Bell, without the influence of a toy.”