Taco Bell is ending its kids' meals because, according to CEO Greg Creed, the brand is trying to become edgier and more Millennial-focused. But the brand's decision to try to appeal more to Millennials by dropping kids' meals may hurt it with another key consumer segment: parents.
One morning this past May, Taco Bell CEO Greg Creed opened up his copy of USA Today and found a quarter-page story about his brand staring back at him. But it wasn’t a piece about the Cantina Double Steak Quesadilla—launched that month—or even the endlessly buzzing Doritos Locos Tacos.
Taco Bell made news early this week with CEO Greg Creed’s announcement that the brand would scrap kids’ meals and toys by January 2014—all in the name of kicking up its edgy image and resonating with its target Millennial customers.
Though the move isn’t likely to create big waves financially—Creed said kids’ meals brought in just $35 million in 2012—not everyone agrees that this was a smart move for the Mexican chain.
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In February, Taco Bell made the long-awaited announcement that it would soon launch the Cool Ranch Doritos Locos Taco, a follow-up to 2012’s fanfare-inducing and record-shattering Doritos Locos Taco.
But it didn’t break the news through a press release or company statement. Instead, its nearly 10 million Facebook fans and close to 400,000 Twitter followers were privy to the information before any media outlet or competitor got their hands on it.
Taco Bell is taking the steps to offer relevant meal options for its customers and will start by rolling out two new product offerings in test: the Power Protein Menu and zero-calorie beverages.
The Power Protein Menu and new beverages will be tested in Dayton, Ohio, starting July 25, 2013.
The Power Protein Menu contains items offering more than 20 grams of protein and less than 450 calories.
Ray White has a problem. The chief foodie and head of product development for Southern California–based Veggie Grill wants to put bacon on his menu.
To the average quick-service operator, this doesn’t seem like a problem at all. But consider that Veggie Grill is an all-vegan concept offering 100 percent plant-based food. If White wants to put bacon on the menu, it has to be made of meat substitutes like tofu, seitan, or tempeh. Consider, too, that White wants the product to have the same flavor and textural profiles as regular bacon.
The Taco Bell Foundation for Teens, together with Get Schooled, invites teens to take part in a one-of-a-kind project, “Yearbook Time! Upload Yourself Into Times Square Using Instagram.”
To participate, students are asked to make the Graduate for Mas promise to graduate high school, then upload their Instagram photo to www.graduateformas.com by June 10.
The Taco Bell Foundation for Teens, in partnership with Get Schooled, announced the launch of Graduate for Mas, a program challenging teens to make a personal commitment to graduate high school.
Actor and philanthropist Mark Wahlberg, who did not finish high school himself, also announced his support of the program.