(RTM note: we're a bit sad to see this, if only because Taco Bell had what was likely the best fast food promotion of all time, the Star Wars toys back in 1997.)
Taco Bell® Becomes First Quick Service Restaurant to Discontinue Kid's Meals and Toys Nationally
IRVINE, Calif., July 23, 2013 -- Taco Bell® today 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 January 2014.
"As we continue our journey of being a better, more relevant Taco Bell, kid's 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."
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.
"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.
For full nutrition information on Taco Bell's menu, please visit: http://www.tacobell.com/nutrition.
About Taco Bell Corp.
Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), 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. The company encourages customers to "Live Más," both through its food and in ways such as its Feed the Beat® music program and nonprofit organization, the Taco Bell Foundation for Teens. Taco Bell and its more than 350 franchise organizations have nearly 6,000 restaurants across the United States that proudly serve more than 36 million customers every week.