Recent Changes and Corporate Strategy

Starbucks is undergoing a series of strategic changes aimed at rejuvenating its brand and improving customer service under the leadership of new CEO Brian Niccol. As part of these efforts, the company has introduced revisions to its Code of Conduct, implemented ceramic mug usage, and introduced restrictions on mobile ordering to enhance the in-store experience.

Menu Reductions Ahead

On Monday, Starbucks announced its plan to significantly trim its menu by eliminating 30% of its current offerings by the end of the fiscal year 2025, as part of a wider strategy to focus on popular items.

“We will run with excellence by simplifying our menu, focusing on fewer popular items,” the company stated. “This gives way to innovation, reduces waiting times, improves quality and consistency, and aligns with our core identity as a coffee company.”

This shift not only aims to streamline operations but also to improve the overall customer experience by focusing on quality and efficiency.

New Offerings Amid Cuts

Despite the menu cuts, Starbucks continues to innovate by introducing new items. The company has launched a “Premium” Cortado Espresso drink, which is already garnering attention. Additionally, this spring will see the return of the Lavender Beverage lineup, along with new items such as “Ice Cherry Chai” and “Jalapeno Chicken Pocket” sandwiches.

Workforce Adjustments

As part of its restructuring efforts, Starbucks has also announced plans to lay off approximately 1,100 corporate employees and eliminate open roles, indicating a significant focus on operational efficiency.

In a statement regarding these changes, the company expressed the importance of fostering a more thoughtful customer experience, emphasizing that “every drink is handmade with precision and care.”

Items Discontinued

In line with the menu overhaul, Starbucks has released a list of beverages that will be removed from its offerings shortly. The following drinks will be discontinued next week:

• Ice Matcha Lemonade
• Espresso Frappuccino
• Cafe Vanilla Frappuccino
• Java Chip Frappuccino
• Height Chocolate Mocha Frappuccino
• Chicreme Frappuccino
• Caramel Ribbon Crunch Frappuccino
• Height Hot Chocolate
• British Breakfast Latte
• Honey Almond Milk Flat White