"One, it's complicated for the customer to get through it. And then, two, we kind of incentivize people to customize drinks that probably aren't the best way to execute the drink. Not to mention, it creates additional complexity for our partners to execute the drink. So we have some cleanup to do is the way I would describe it," Niccol said.
"I do think we’re going to be much better at food if we do fewer things on the food front in a better quality fashion," he said.
A spokesperson for Starbucks told Fortune in a statement that the coffee chain was cutting down its menu to align with its core identity as a coffee company. "We continue to offer customers great choice. By focusing on fewer, better products we expect this to improve throughput, quality and overall customer experience."
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