Taco Bell has announced that it will discontinue kid’s meals and toys at its U.S. restaurants, becoming the first national quick service restaurant chain to do so. Select restaurants will begin the removal in July, with nationwide implementation anticipated by next January.
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 and the Cantina Bell Menu. The company is also trying to offer more balanced menu items.
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.