Taco Bell Takes Kids Out Of The Equation

Theoretically, kids can still enjoy their full menu, but they might not appreciate the healthy intricacies of shredded chicken, the manly absurdity of Volcano Taco, or the budget-conscious nature of their one-handed Grillers line, but now they’ll have to just eat a bit more than they may have wanted to.

Taco Bell has announced that they are discontinuing their Kid’s Meals, Nation’s Restaurant News reports. The company states that Kid’s Meals are not part of their long-term plans, and contributed to a minor amount of their income anyway. This refocusing will allow them to target all-ages and build on what works for the company, while skipping out on avenues that didn’t make enough profit.

For any restaurant, cutting out menu items and promotions that aren’t selling can only help the business. There are reduced labor costs from producing them on the rare occasion, reduced material cost from ordering less items (or less of items), and a clearer focus for the vision of the brand. Large menus tend to be a main cause of failure for restaurants beyond diners, and for fast food, reducing and removing a section of products will allow them to grant more menu board space towards items that are successful for them.

The removal began in July, and will continue until January. Many of the items that were on this menu, such as the Crunchy Beef Taco and the Bean Burrito will remain available, but might be at slightly higher prices, since they won’t be bundled in meals.

Taco Bell also claims that sales of children’s meals have been down due to families eating out less, most likely due to the relatively sluggish economy in the past decade. Additionally, criticism has come across the board for the healthiness of children’s meals.

Some restaurants have outright banned children across the board, citing a dedication to adults. While this dedication may not be for everyone, it can allow adults to eat their meals in peace.

Do you consider children to be an important part of your business, or could you omit them for a more focused and stronger brand identity?