Taco Bell is discontinuing its kids' meals and toys at U.S. restaurants beginning this month, the Irvine-based Mexican-style chain said Monday.
The fast-food giant said it’s the first in the industry to undertake the effort, which it said will be in effect nationwide by January.
The company, which along with Pizza Hut and KFC is part of the Yum Brands Inc. family, said kids' meals and toys had an “insignificant impact on system sales.”
Individual menu items on the kids' lineup, including the crunchy taco, the soft taco and the bean burrito, will now appear on the regular menu.
“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 Chief Executive Greg Creed in a statement.