Industry News | August 5, 2013

Taco Bell Dropping Kids’ Meals May Backfire, YouGov Says

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.

Purchase Consideration scores for Taco Bell during 2013 have been significantly higher for both parents and Millennials versus the general population of adults over 18, according to YouGov BrandIndex. In fact, Purchase Consideration among parents (34 percent) is slightly higher than among 18-34-year-olds (33 percent). That compares to 28 percent among the general population.

Companion research from YouGov's daily Omnibus public opinion survey taken July 30-August 1 suggests that the majority of Millennials and parents perceive the brand quite similarly, citing "typical fast food" and "cheap and filling" most frequently as characteristics that best describe the brand. 

Neither Millennials (1 percent) nor parents (2 percent) seem to think of the brand as particularly "hip and edgy," which perhaps illustrates how far the brand may have to go to accomplish its goal.

Millennials (41 percent) and parents (41 percent) both state support for Taco Bell's decision to eliminate kids' meals. But more parents (27 percent) than Millennials (20 percent) disagree with the decision. And parents, by a three-to-one margin, say they are more likely to eat at a fast-food restaurant with their kids if kids' meals are offered.

For YouGov BrandIndex's data, Taco Bell was measured with its Purchase Consideration score, which asks respondents: "When you are in the market next to purchase items in this particular category, from which of the following brands would you consider purchasing?” The scale is measured from 0 to 100 percent.

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