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Taco Bell to stop selling kids’ meals, focus on juvenile meals

Jul 23, 2013

Taco Bell announced Monday that it would remove kids’ meals from its menus. It’ll start drawing down kids’ meals from select restaurants immediately and none of its locations will have them by January.

It’s all part of an effort for the chain to focus on its consumer: younger men in their 20s and 30s “who want to load up on fast-food for cheap.” Read: arrested development cases who will eat literally anything for lunch if you wrap it in a Dorito.

“We’re trying to be this Millennial edgy brand, and having a kid’s meal was inconsistent,” said CEO Greg Creed.

This is not a brand for guys who are having kids—who are anywhere near having kids. (Thank god for that.)

And you know what? Good for Taco Bell for being unapologetically who they are and not trying to pretend they’re offering quality food for kids. Creed is downright proud of his company’s move to cater the the Millennials: “Pioneering this change on our menu is a bold move for our industry, and it makes sense for Taco Bell,” he said.

It makes economic sense, too. Taco Bell was making less than %0.5 of its sales from the kids’ meals, and now it won’t risk alienating the arrested development cases that make up its bread and butter by rubbing little kids in their face when they’re cruising the menu.

Now if they could get happy meal with a Tecate the menu they’d really be in business.

Source: NBC
Image: Fast Company


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