Starbucks CEO Brian Niccol announced plans to reduce the company’s menu offerings by 30% by the end of its fiscal year in September 2025. This initiative aims to simplify service, enhance customer satisfaction, and improve operational consistency at Starbucks locations. Niccol emphasized that new product innovation will focus on fewer but higher-quality options, reflecting the brand's premium positioning. These changes are part of a broader strategy, termed 'back to Starbucks', aimed at addressing recent challenges, including declining sales and inconsistent service experiences.
We've been focused on simplifying our menu to position partners for success, improve consistency, drive customer satisfaction, and enhance our economics.
The new CEO, who took the job in September 2024, has rolled out several 'back to Starbucks' initiatives in an attempt to fix slumping sales.
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