Starbucks is poised to revamp its menu, bidding farewell to some of its less popular beverages starting next week. The Seattle-based coffee giant will remove a selection of drinks on Tuesday, March 4, amid a wider restructuring effort. This move aims to streamline operations and enhance customer experience by reducing the menu by 30% in the U.S. by the end of the 2025 fiscal year.
Among the drinks set to exit the menu are several blended Frappuccino beverages, along with the Royal English Breakfast Latte and White Hot Chocolate. The decision to simplify the menu reflects Starbucks' commitment to focusing on fewer, more popular items that can be executed with excellence. By making these changes, the company hopes to reduce wait times and improve consistency across its stores.
“These items aren’t commonly purchased, can be complex to make, or are like other beverages on our menu” – Starbucks
The restructuring is also part of Starbucks' broader strategy to operate more efficiently. As part of this effort, the company is laying off 1,100 corporate employees globally this week. CEO Brian Niccol, who joined the company as CEO in August, is leading this initiative to optimize operations and drive growth.
In addition to the menu cuts, Starbucks aims to create room for innovation by removing less popular items. The company has pledged to continue introducing new offerings and seasonal specials. Following the recent debut of a new Cortado beverage last month, Starbucks plans to launch an "Iced Cherry Chai" in the spring.
