Taco Bell is discontinuing its kids’ meals and toys at across its US restaurants starting this month.
The c5,800-strong, fast-food chain said it was the first in the industry to undertake the effort, which it said will be in effect nationwide by January.
Yum! Brands-owned group said that it had made the decision to drop the kid’s meals and toys because they had an “insignificant impact on system sales.”
Individual menu items on the kids’ lineup, including the crunchy taco, the soft taco and the bean burrito, will now appear on the regular menu.
Taco Bell chief executive Greg Creed said: “As we continue our journey of being a better, more relevant Taco Bell, kids’ meals and toys simply no longer make sense for us to put resources behind.”
According to research firm NPD Group, US consumers have been losing interest in kids’ meals. It found that restaurant visits that included a kids’ meal with a toy fell 6% in the year ended December 2011.
