Taco Bell says it will stop serving kids' meals and toys, which weren't really boosting sales anyway.
The chain said that it will start removing the options this month at select restaurants, and it anticipates that no U.S. restaurants will have them by next January. Taco Bell has traditionally gone after younger men who want to load up on fast-food cheaply.
In a press release set to be issued Tuesday, Taco Bell hails itself as the first national fast-food chain to get rid of kids' meals and toys.
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"Pioneering this change on our menu is a bold move for our industry, and it makes sense for Taco Bell," CEO Greg Creed said in a statement. But the company also noted that kids' meals also don't fit its strategy and have had an "insignificant" impact on sales.
In an interview, Creed said that the meals accounted for less than half of 1 percent of Taco Bell's sales, meaning that getting rid of them is no sacrifice. The chain hasn't dedicated national advertising to kids' items for at least 12 years.
Taco Bell aims to extend the success of its Doritos-flavored tacos, introduced last year, which means it must build its credentials with people in their 20s and 30s. Kids' meals don't fit with that image.
The move is notable because advocacy groups have criticized fast-food chains such as McDonald's for targeting kids in their marketing.
"We're trying to be this millennial, edgy brand, and having [kids' meals] was inconsistent," Creed said.
He said the energy the company had to devote to organizing the category of items throughout the year would be better spent on its core menu.
Taco Bell is owned by Yum Brands, of Louisville, Ky., which also owns KFC and Pizza Hut. KFC offers kids' meals in little buckets, but they don't come with toys.
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—The Associated Press