Starbucks to Trim Menu Options by 30%
Starbucks plans to simplify its offerings, reducing wait times and improving the customer experience. As part of its plan, the company will eliminate around 30% of its beverages and food options. This move is an effort to “be more responsive and tuned in to cultural moments,” said CEO Brian Niccol, pointing to the success of the Dubai Matcha drink based on the chain’s new matcha tea options.
Niccol has previously criticized the menu, calling it “overly complex,” which resulted in long lines. Starbucks has already axed its olive oil drinks and iced energy drinks, but has also introduced new items like the cortado.
The menu trimming is part of Niccol’s efforts to turn around the chain’s fortunes. Starbucks reported its fourth consecutive quarter of declines, with US sales at stores open at least a year sliding 6%. Despite this, Niccol remains optimistic, stating that the company is “on the right track.” Since taking the helm in September, he has implemented various changes, including revamping store ambiance, re-instating condiment bars, and adding personalized touches to paper cups.
One significant change, however, may be met with criticism: the company has significantly reduced the number of deals, leading to a 40% decline in discounted transactions. Niccol credits this change for improving sales. With a slimmer selection, Starbucks hopes to offer customers a more focused and improved experience.
