- Starbucks is removing 13 drinks from its menu, effective March 4, as part of a restructuring plan to streamline operations and improve service. The cuts aim to reduce wait times, simplify operations and make way for innovation.
- The discontinued drinks include several Frappuccino beverages, the Royal English Breakfast Latte and the White Hot Chocolate.
- The menu cuts are part of Starbucks’ broader turnaround efforts under CEO Brian Niccol, aimed at enhancing quality, consistency and operational efficiency.
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Starbucks will remove some of its “less popular” items from the menu starting next Monday, March 4. The decision comes amid a company-wide restructuring plan to streamline operations and improve service.
Among the 13 items pulled are several Frappuccino beverages, the Royal English Breakfast Latte and the White Hot Chocolate. The company announced the menu cuts along with plans to lay off more than 1,000 corporate employees.
Starbucks said the move will help reduce wait times, simplify operations and “make way for innovation.” The company also plans to cut additional food and beverage items in the coming months, ultimately reducing its menu by 30% by the end of the 2025 fiscal year.
What drinks will get the ax?
Starbucks will discontinue the following beverages:
- Iced Matcha Lemonade
- Espresso Frappuccino
- Caffè Vanilla Frappuccino
- Java Chip 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
- White Hot Chocolate
- Royal English Breakfast Latte
- Honey Almondmilk Flat White
Starbucks has recommended alternatives for customers. For example, it suggests that those who enjoyed the Iced Matcha Lemonade try the Green Tea Lemonade, which will remain on the menu.
Customers who preferred the Royal English Breakfast Latte are encouraged to try the London Fog Latte, which has similar flavor notes.
Why is Starbucks making these changes?
Starbucks said the decision to cut menu items is driven by efficiency and customer trends. A company spokesperson said the changes will help the chain focus on “fewer, more popular items, executed with excellence.”
The company cited redundancy in its offerings, saying that some of the discontinued drinks were complex to make and too similar to more popular options.
The menu cuts align with Starbucks’ ongoing efforts to improve quality and consistency across its locations.
How does this fit into Starbucks’ restructuring plan?
The menu changes are part of Starbucks’ larger turnaround efforts under CEO Brian Niccol, who took over in August. In addition to the beverage cuts, the company announced the layoffs of 1,100 corporate employees as it seeks to operate more efficiently.
Peter Cohan, an associate professor of management at Babson College, said the move is a step toward improving Starbucks’ operational flow but is unlikely to resolve the company’s ongoing challenges fully.
Will Starbucks add new drinks to the menu?
Despite the cuts, Starbucks said it will continue introducing new beverages and seasonal offerings. The company recently added a Cortado to its lineup and plans to launch an Iced Cherry Chai in the spring.
With additional menu reductions expected in the coming months, Starbucks hopes that a simpler, more focused approach will help it regain momentum after several quarters of declining sales.
