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Starbucks to Cut 30% of Menu to Speed Up Service and Improve Experience

Starbucks is planning a major menu overhaul, reducing its beverage and food options by about 30% in the coming months as part of a strategy to streamline operations, shorten wait times, and enhance customer satisfaction.

CEO Brian Niccol announced the move during the company’s earnings call on Tuesday, though he did not specify which items would be removed. He acknowledged that Starbucks’ menu had become overly complex, leading to inefficiencies and longer lines.

The coffee giant has already discontinued its olive oil-infused beverages and iced energy drinks, but it has also introduced new offerings, including a cortado espresso drink and pistachio-flavored beverages.

Niccol emphasized that a simplified menu will allow Starbucks to be more responsive to trends, citing the viral success of the Dubai Matcha drink, inspired by the company’s expanded matcha tea selection.

The changes come as Starbucks faces declining sales, with U.S. same-store sales dropping 6% in the last quarter, marking the company’s fourth consecutive decline.

Since taking over as CEO in September 2024, Niccol has introduced a series of adjustments, including bringing back condiment bars, personalizing customer interactions with handwritten notes on cups, and rebranding the company as “Starbucks Coffee Company” to reinforce its core identity.

However, one notable shift has been a sharp reduction in promotions and discounts, leading to a 40% drop in discounted transactions – a move Niccol credits with helping to stabilize revenue.

Despite the ongoing challenges, he remains optimistic about the company’s turnaround efforts, stating, “There’s still room for improvement, but we are on the right track.”

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