The popular coffee chain is eliminating over a dozen drinks from its menu, aiming for a 30% reduction in menu size. This move is intended to speed up service and align with Starbucks’ focus on its core identity as a coffee company. CEO Brian Niccol is leading this initiative as part of a broader turnaround plan, which also included a recent reduction of approximately 1,100 corporate jobs.
Starbucks explained that the eliminated beverages were either not frequently ordered, complicated to prepare, or similar to other existing options. By refining the menu, the company seeks to reduce customer wait times and ensure consistency in quality across its locations.
Among the drinks making their exit are several variations of Frappuccinos, encompassing roughly 40% of the company’s frozen, coffee-related treats. The reduction will decrease non-seasonal Frappuccino flavors from 21 to 12, cutting options such as espresso, java chip, white chocolate mocha, and chai crème.
Additional beverages being discontinued include the iced matcha lemonade, white hot chocolate, Royal English breakfast latte, and honey almond milk flat white. Despite these reductions, Starbucks is introducing new offerings as part of its Spring menu, such as the iced lavender cream oatmilk matcha and lavender crème Frappuccino.
Alongside menu changes, Niccol has implemented other strategies to improve Starbucks operations, like ending the olive oil drinks and introducing self-serve milk and sugar stations. These initiatives are designed to enhance customer experience and streamline service, reflecting an ongoing effort to adjust to evolving market demands.
By refining its menu and executing strategic operational changes, Starbucks aims to uphold its commitment to efficiency and quality, while adapting to customer preferences.
