It looks like everybody is doing their little part to fight childhood obesity as Taco Bell recently announced that it will be dropping its kids’ meal option completely from the menu by January 2014. This move makes Taco Bell the first national fast food franchise to get rid of its kids’ meals altogether, and public interests groups everywhere couldn’t be happier.
Many experts have cited fast-food restaurants as the source of obesity problems in the U.S., naming them as the biggest culprits in expanding waistlines. While McDonald’s has gotten the brunt of research and media speculation, other fast food restaurants have not been found faultless in the once growing rates of obesity amongst adolescents.
However, Taco Bell’s decision to discontinue its kids’ meal doesn’t seem to have motives based solely on obesity rates. The company is really looking to focus more efforts and resources on millenials, the brands biggest consumer.
In recent years, the company has introduced menu items such as the “Doritos Locos” taco and marketing campaigns like “Fourth Meal” to appeal to the generation born between the early 1980’s and early 2000’s, and it’s worked miracles for the brand.
“Kid’s meals and toys simply no longer make sense for us to put resources behind,” said Greg Creed, Taco Bell’s CEO, in a statement on Tuesday. In an interview with Huffington Post, Creed goes on to explain that he doesn’t believe kids meals don’t sell, but instead feels as though “…a kid’s meal is just inconsistent with the edgy, left-of-center millennial brand.”
This could be the reason why Taco Bell doesn’t see the discontinuing of its kids’ meals as a major setback for the company financially. According to Taco Bell, cutting kids meals off the menu won’t really affect sales, especially after seeing a rise in sales based solely on revamped marketing campaigns.