Starbucks is implementing a strategy to attract customers back by returning to its coffee house roots. This includes simplifying the menu, reintroducing ceramic mugs, and offering free non-dairy milk. The company aims to cut food and drink options by 30% by 2025 and improve service speed with faster machines and digital ordering.
Starbucks is trying to fix falling sales by changing its vibe back to coffee-house roots. The new CEO says parts of the plan, like free non-dairy milk, are helping bring people back. Starbucks is trying to stem the loss of customers by simplifying its menu, reintroducing ceramic mugs and making other changes to be more like a local coffee house.
In a call with investors on Tuesday, Niccol said the free alternative-milks are already bringing back"lapsed Starbucks rewards members." He did not specify which menu items might disappear by the end of September, and neither did company representatives in response to NPR's inquiry. So far, the first menu item to go was olive-oil Oleato coffee.
Niccol has called the current menu overwhelming for both customers and baristas. He said a slimmer selection would leave space for Starbucks to respond to"cultural moments," like the recently, and to input from baristas, like the lavender-flavored drinks launched last year, plus better food options over the course of the day.
The company is pushing for most stores to deliver a drink order within 4 minutes — a plan that includes more and faster machines, improved mobile ordering and digital menu screens. Niccol has framed his goal as simplifying the work for company staff, saying he's"committed to ensuring Starbucks is the unrivaled best job in retail."
STARBUCKS SALES MENU COFFEE CUSTOMEREXPERIENCE
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