""As we continue our journey of being a better, more relevant Taco Bell, kid's meals and toys simply no longer make sense for us to put resources behind," Greg Creed, chief executive officer of Taco Bell, said in the announcement. "What does make sense is concentrating on expanding choices that meet and exceed the diverse needs of consumers of all ages, without losing focus on what makes us great today.""
""Pioneering this change on our menu is a bold move for our industry, and it makes sense for Taco Bell," said Greg Creed in the 2013 announcement. "We'll be able to better focus on creating new and inventive items that our customers love.""
Taco Bell discontinued its kids menu and accompanying toys at U.S. locations in July 2013. The former children’s offerings included crunchy tacos, soft tacos, bean burritos, and cheese roll-ups. The company determined that dedicated resources for kids meals and toys no longer aligned with strategic priorities and that those offerings negatively affected systemwide sales. Leadership redirected focus toward expanding menu choices that appeal to a broader range of consumers and support long-term brand relevance. New product initiatives such as Doritos Locos Tacos and the Cantina Bell Menu were introduced to deliver inventive items aimed at diverse customer tastes.
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