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Taco Bell to Drop Kids Meals Because They Aren't 'Edgy'

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Hillary Dixler Canavan is Eater's restaurant editor and the author of the publication's debut book, Eater: 100 Essential Restaurant Recipes From the Authority on Where to Eat and Why It Matters (Abrams, September 2023). Her work focuses on dining trends and the people changing the industry — and scouting the next hot restaurant you need to try on Eater's annual Best New Restaurant list.

Taco Bell has announced that it is eliminating kids meals from its menu. According to USA Today, Taco Bell is "the first national fast-food chain to eliminate kids meals altogether." They plan to remove the kids menu from every US store by January 2014. Without the kids meals, the cost of dining with children at Taco Bell will increase.

Apparently the decision is about branding, and not about the fact that sales of kids meals account for less than 1% of Taco Bell sales. Taco Bell CEO Greg Creed explains: "This is about positioning the brand for Millennials ... It's fairly inconsistent for an edgy, twentysomething brand to offer kids meals." Examples of Taco Bell's edginess include a new commercial with fake "master chef" Lorena Garcia mishandling a knife, this Liv Mas Beefy Crunch Burrito tattoo, and the insanely successful Doritos Locos Tacos.

· Taco Bell dropping kids meals, toys [USA Today]
· All Taco Bell Coverage on Eater [-E-]