Starbucks plans to significantly reduce its menu in the coming months, aiming for a 30% decrease in both food and beverage options. CEO Brian Niccol cited menu complexity as a contributor to long wait times and believes a streamlined offering will improve customer experience, enhance responsiveness to cultural trends, and boost profitability. The move follows several quarters of declining sales and comes alongside a reduction in promotional deals, which has already led to a 40% decline in discounted transactions and improved overall sales.
Starbucks will eliminate a significant number of food and drink options from the menu in the coming months. The move is part of the company's goal of simplifying its offerings, reducing wait times and, ultimately, enhancing customer experience.
When speaking on an earnings call with investors, CEO Brian Niccol said there would soon be a "roughly 30% reduction in both beverages and food," the network reported.On a previous occasion, Niccol said Starbucks' menu had become "overly complex," which he believes has resulted in long lines at locations. Niccol also said that a more focused menu would help the business "be more responsive and tuned in to cultural moments.
The changes are aimed at turning the business around after it reported its fourth consecutive quarter of declines, per the network, with Niccol adding that there's "still room for improvement," but saying he's confident that Starbucks is "on the right track." In an effort to make the chain more profitable, Niccol has greatly reduced the number of deals offered, which has resulted in a 40% decline in discounted transactions, CNN reported, noting that the change have resulted in improved sales.
MENU REDUCTION CUSTOMER EXPERIENCE PROFITABILITY SALES BRAND SIMPLIFICATION
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