Starbucks cutting 30% of menu items to speed up service

Starbucks CEO Brian Niccol announced plans to streamline the company’s menu by cutting 30% of its food and beverage offerings by the end of fiscal year 2025. 

The decision comes as the coffee giant works to address operational challenges, including long wait times, declining foot traffic, and customer complaints about an overly complicated menu.

Niccol, who took over as CEO just five months ago, has been implementing sweeping changes to bring Starbucks back to its roots. 

"We've been focused on simplifying our menu to position partners for success, improve consistency, drive customer satisfaction, and enhance our economics," Niccol said during an earnings call.

How will this impact customers?

Why you should care:

Despite the menu reductions, Starbucks assures customers that innovation isn’t stopping. Niccol emphasized that the company will continue to introduce new drinks and food items based on consumer preferences. However, the focus will be on fewer, better options rather than an overwhelming number of choices.

Customers will also see additional in-store changes aimed at improving their experience. Starbucks has already reintroduced condiment bars, allowing customers to add their own creamers and sweeteners—a feature that was removed during the COVID-19 pandemic. 

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The chain has also brought back free refills on brewed coffee and tea for customers who dine in during the same visit.

FILE - A Starbucks coffee cup is seen inside a Starbucks Coffee shop.  (Photo by SAUL LOEB/AFP via Getty Images)

Other changes Starbucks is making

Big picture view:

The menu reduction is just one piece of a larger strategy to revamp Starbucks. Other recent changes include:

  • Personal touches in stores: Baristas are now serving "for here" drinks in real mugs and glasses, a throwback to Starbucks’ traditional coffeehouse atmosphere.
  • Eliminating non-dairy milk surcharges: Customers no longer have to pay extra for soy, oat, almond, or coconut milk, saving them about 10% per drink.
  • Simplifying digital pricing: Starbucks is working to make pricing on its app more transparent, addressing customer concerns over hidden costs.

Niccol has also emphasized the need to separate mobile order pickups from the café experience, aiming to improve efficiency for both in-store customers and app users.

What’s next for Starbucks?

What's next:

Looking ahead, Starbucks plans to continue refining its pricing strategy, workforce policies, and store operations. One of the company’s major upcoming changes is an expansion of its paid parental leave benefits, which will double or even triple for some employees starting this spring.

While the company faces challenges, including declining U.S. sales and increased competition in the coffee market, Niccol’s strategy is focused on long-term improvements that could reshape the Starbucks experience.

The Source: This article is based on reporting from FOX Business, Starbucks’ official statements and previous reporting by FOX TV Stations. 

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