August 22nd, 2013

Is McDonald's Kid-Themed Business Model Obsolete?

By Michelle Simon
Huffington Post Business

Last month, as USA Today described it, “Taco Bell will shock the fast-food industry on Tuesday by announcing plans to drop kids meals and toys at all of its U.S. restaurants.” CEO Greg Creed told the paper: “The future of Taco Bell is not about kids meals. This is about positioning the brand for Millennials.” Some were skeptical about the announcement, given that kids meals only represent half of one percent of Taco Bell’s overall sales. While increasing pressures on the fast food industry to stop marketing to children wasn’t the main reason for the change, it’s still a significant development.

Read more: http://www.huffingtonpost.com/michele-simon/is-mcdonalds-kidthemed-bu_b_3796656.html?view=print&comm_ref=false

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