Taco Bell is ending its kids meals because, according to CEO Greg Creed, "We're trying to be this millennial edgy brand.”
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 the course of 2013 have been significantly higher for both parents and millennials versus the general population of adults 18+. In fact, Purchase Consideration among parents (34%) is slightly higher than among 18-34 year olds (33%). That compares to 28% among the general population.
Companion research from YouGov’s daily Omnibus service from July 30th through August 1st 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%) nor parents (2%) 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.
Interestingly, millennials (41%) and parents (41%) both state support for Taco Bell’s decision to eliminate kids meals. But more parents (27%) than millennials (20%) disagree with the decision. And parents by a 3 to 1 margin say they are more likely eat at a fast food restaurant with their kids if kids meals are offered.
Orchestrating a shift towards millennials while retaining the brand’s appeal to parents could be challenging.
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 office supplies, from which of the following brands would you consider purchasing?” The Purchase Consideration scale runs from zero to 100%.
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