Taco Bell announced that it will no longer sell kids meals. It’s the first national fast food restaurant to do so.
Kids meals are designed to appeal to children with their cheap plastic toys. Public health efforts have focused on removing those toys from kids meals to make them less appealing. Jack-in-the-Box quit putting toys in their kids meals in 2011, although they still sell the meals themselves.
Kids meals are also designed to appeal to parents with their small size and low price. Neither strategy seemed to be working for Taco Bell.
According to USA Today, sales of kids meals came to about half of 1% of Taco Bell’s total sales. Compared to McDonald’s, which gets more than ten percent of its revenue from Happy Meals. Taco Bell’s main group of customers are in their late teens and early twenties, many of whom haven’t started families yet, so it’s no surprise that kids meals haven’t paid off for them.
Still, it’s good news for people concerned with public health and for anyone who has kids that keep asking for those little toys. It’s one less fast food restaurant that will appeal to kids.