Under the leadership of CEO Brian Niccol, Starbucks plans to cut 30% of its menu by the end of fiscal year 2025, starting with changes on March 4. The company aims to streamline offerings to improve service and quality while still introducing new items. The recent announcements include the launch of a premium Cortado espresso. Despite the cuts, Starbucks emphasizes a focus on craftsmanship and customer experience, balancing eliminations with new offerings like the Lavender beverages lineup this spring.
"We're simplifying our menu to focus on fewer, more popular items, executed with excellence. This will make way for innovation, help reduce wait times, improve quality and consistency."
"We're helping to create a more intentional, thoughtful experience for our customers - one where every drink is handcrafted with precision and care."
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