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Published: 26 Jul 2013

Taco Bell Drops Kids Meals to Target Millennials


American fast-food chain Taco Bell is dropping kids’ meals from menus at all of its US restaurants so that it can focus on targeting the lucrative millennial market. Kids’ meals and accompanying toys will be completely phased out by January 2014, the company said earlier this week.

"The future of Taco Bell is not about kids’ meals,” Taco Bell chief executive Greg Creed told US newspaper USA Today. “This is about positioning the brand for millennials. It's fairly inconsistent for an edgy, twenty-something brand to offer kids’ meals."

The US fast-food market is growing up. As marketing fast food to children becomes increasingly contentious, restaurant chains are steering their brands away from character mascots in favour of a more sophisticated message focusing on new premium product ranges.

Cartoon clown Ronald McDonald has been marginalised by McDonald’s as the brand focuses on driving sales of its new deli sandwiches and egg-white breakfasts. Meanwhile, rival chain KFC is trialling a new fast-casual dining concept called KFC Eleven, where the brand’s figurehead, Colonel Harland Sanders, is conspicuous by his absence. Look out for further Stylus coverage on this coming soon.

For more on how to appeal to the millennial demographic, see The Millennial Consumer and Cult of Youth, part of our coverage of this year’s Cannes Lions.

Taco Bell

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