The marketing of fast food to children has been a hot topic in our increasingly health-conscious society as of late, with everyone from politicians to organizations like the Center for Science in the Public Interest weighing in on the touchy subject. It is in this environment that Taco Bell has made the decision to stop carrying kids’ meals, and is touting itself as the first national fast food chain to make this pioneering change.

While advocacy groups may be pleased with Taco Bell’s decision, it seems the chain is making this move less for moral reasons, and more for simple financial and branding ones.

The main incentive for dropping kids’ meals is that they don’t really jive with the chain’s core customers — the younger portion of the millennial demographic (i.e. bored high-schoolers and drunk college kids). In fact, kids’ meals represent a mere 0.5% of its sales, according to the company (compared to McDonald’s, where Happy Meals account for about 10% of U.S. sales).

“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, CEO of Taco Bell, in a statement. “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.” Read more