(RTM note: we're a bit sad to see this, if only because Taco Bell had what was likely the best fast food promotion of all time, the Star Wars toys back in 1997.)
Taco Bell® Becomes First Quick Service Restaurant to Discontinue Kid's Meals and Toys Nationally
IRVINE, Calif., July 23, 2013 -- Taco Bell® today announced that it will discontinue kid's meals and toys at its U.S. restaurants, becoming the first national quick service restaurant chain to do so. Select restaurants will begin the removal in July, with nationwide implementation anticipated by January 2014.
"As we continue our journey of being a better, more relevant Taco Bell, kid's meals and toys simply no longer make sense for us to put resources behind," said Greg Creed, chief executive officer of Taco Bell. "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."