Starbucks to Remove Less Popular Beverages from Menu
Starbucks announced on Monday that they will be simplifying their menu by cutting some of their “less popular beverages.” Starting on Tuesday, March 4, several blended Frappuccino beverages, the Royal English Breakfast Latte, and the White Hot Chocolate will be discontinued.
According to Starbucks, these items are not commonly purchased, can be complex to make, or are similar to other beverages on their menu. The Seattle-based company believes that streamlining their menu will allow them to focus on fewer, more popular items that can be executed with excellence.
The decision to make these cuts is part of a wider restructuring at Starbucks. The company also announced that they will be laying off 1,100 corporate employees globally this week to operate more efficiently. CEO Brian Niccol, who joined the chain in August, cited the need for efficiency in the company’s operations.
In addition to the immediate menu changes, Starbucks plans to remove more beverages and food items in the coming months, aiming for a 30% reduction by the end of the 2025 fiscal year in the U.S. The list of drinks set to be removed on March 4 includes the Caffè Vanilla Frappuccino, White Chocolate Mocha Frappuccino, Chai Crème Frappuccino, Caramel Ribbon Crunch Crème Frappuccino, Double Chocolaty Chip Crème Frappuccino, Chocolate Cookie Crumble Crème Frappuccino, White Chocolate Crème Frappuccino, Royal English Breakfast Latte, and Honey Almondmilk Flat White.
Despite these cuts, Starbucks will continue to introduce new items and seasonal specials, such as the Cortado beverage introduced last month and the upcoming “Iced Cherry Chai” set to debut in the spring. The company believes that these changes will reduce wait times, improve consistency, and make way for innovation in their menu offerings.
