In an effort to boost its faltering domestic business, Starbucks is reducing 1,100 positions and streamlining its menu in the US. White Hot Chocolate, a variety of blended frappuccinos, and the Royal English Breakfast Latte are the first items to be eliminated.
However, Starbucks stated that it would eliminate more options as it plans to decrease its menu by about a third over the upcoming year to shorten wait times and enhance uniformity and quality. Since last year, the company has been struggling with a persistent decline in sales, which has been most noticeable in the US.
Last year, Starbucks hired Brian Niccol, its chief executive, to help turn the company around. Niccol was previously the president of the Mexican restaurant giant Chipotle. He has expressed his desire to see the business revert to its original purpose as a coffee shop.
According to Starbucks, the drinks on the chopping block weren’t commonly purchased, can be complex to make, or are like other beverages on our menu.” The modifications are scheduled to take effect on March 4. According to the company’s announcement on Monday, “We’re simplifying our menu to focus on fewer, more popular items, executed with excellence.
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