Yum! Brands' (NYSE: YUM ) Taco Bell is kicking the kids' meal off its menu, according to a press release issued today. The move comes as part of Taco Bell's continuing focus on a streamlining strategy.
"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," said Taco Bell CEO Greg Creed in a statement. "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."
According to the release, kids' meals have had an "insignificant impact" on sales, and their removal will allow the restaurant to focus on its core products, as well as new offerings.
The release states that Taco Bell is the first national fast food restaurant to remove kids' meals from its offerings. The company expects nationwide discontinuation by the start of 2014, although similar items will remain available for individual purchase on the regular menu.