Taco Bell has had actually its share of long-forgotten and also discontinued items end the years, yet there is notably an entire section of the food selection — typical at countless other fast-food chains — the went the method of the dinosaur part years back: the youngsters menu.

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In mid-2013, Taco Bell announced the it would certainly discontinue youngsters meals and also toys, eradicating castle nationwide by the start of 2014, and also boasted the it would be "the first national quick organization restaurant" to do the bold move.

Of course, by the at an early stage 2010s, childhood weight problems had end up being a nationwide concern, as prices had practically tripled in the past 30 years, also prompting then-First Lady Michelle Obama come unveil a prevention program to tackle the glaring trouble (via American heart Association).

According to abc News, Taco Bell"s decision was uniformly "applauded by children"s wellness advocates," as doubters called out the fast-food market for security "hundreds the millions annually marketing straight to children, posing a far-reaching threat come children"s health." However, the reasons behind the move weren"t exactly altruistic.

As Time reported, children meals were likely nixed native the food selection mix as result of their unimpressive sales figures. Taco Bell itself listed in a push release that "kids meals are not component of Taco Bell"s irreversible brand strategy and have had actually an insignificant affect on device sales."

How insignificant? alphabet News explained that kids meals made up a paltry section — less than one-half of one percent — of complete sales, equating to just 4 to 5 meals everyday per location, as the company had already adjusted its marketing emphasis from household visitors to millennials. Indeed, a spokesperson because that Taco Bell confirmed that children"s health advocates play no role in the removal of children meals.

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At the exact same time, the brand provided that the kids meal food selection items (including the Crunchy Taco, Soft Taco, p Burrito, and also Cheese Roll-Up) would continue to be on the constant menu. Ultimately, Time speculated, "Taco Bell may wind up feeding just as many children as that did in the previous — and also they"re likely to pay more, if scarfing under even much more calories."

Seems like the "trendsetting" decision to be a financially moved no-brainer for Taco Bell, no an actual effort to curb kiddie consumption. And also with this setup, castle don"t also need to feather for the complimentary toys.