Starbucks cuts 13 drinks to streamline menu and enhance service

In a significant move to revamp its beverages, Starbucks, a leading coffee chain in the United States, announced plans to remove 13 drinks from its menu starting March 4, 2025. This decision stems from the company's objective to focus on a simplified menu that resonates better with customers and enhances operational efficiency. The drinks being removed include several that are considered complex to make or are not frequently ordered, such as the Iced Matcha Lemonade, Espresso Frappuccino, and Java Chip Frappuccino. By reducing its offerings, Starbucks expects to streamline operations, which should lead to reduced wait times and improved customer satisfaction. Alongside the drink cuts, Starbucks is set to unveil three new beverages that are aimed at capturing customers' interest with fresh flavors and modern combinations: the Iced Lavender Cream Oatmilk Matcha, Iced Cherry Chai, and Iced Lavender Oatmilk Latte. This shift is part of a broader strategy laid out by CEO Brian Niccol, emphasizing a return to foundational coffee offerings over complex beverage constructions. The company’s reorganization effort, announced back in January, aims to realign Starbucks with its core identity as a coffee company. Additionally, the menu transformation coincides with significant layoffs of over 1,100 employees from corporate roles, as the company looks to create a more efficient organizational structure. According to Niccol, the restructuring initiative is designed to remove duplication, enhance accountability, and foster better integration across teams. These layoffs, which will not directly affect baristas in-store, are part of a comprehensive effort to simplify Starbucks' business model while ensuring a more agile and responsive approach. Overall, Starbucks is on a path to eliminate around 30% of its menu items by the end of September 2025. This strategy not only aims to improve service quality but also seeks to achieve better innovation by allowing the company to focus on fewer, yet more beloved products. The changes are indicative of Starbucks' goal to adapt to market demands and enhance customer experiences amidst a rapidly evolving coffee shop landscape.