Starbucks is undergoing a major overhaul of its menu and operations as part of its “Back to Starbucks” initiative. Starting March 4, the Seattle-based coffee chain will discontinue 13 drinks, including several Crème Frappuccinos, in an effort to further distill its brand identity.
The company plans to cut nearly 100 drinks from its current menu, with some items being discontinued due to their complexity or low demand. While many of these drinks are no longer available for purchase, customers can still customize certain options, such as adding syrups to a Vanilla Bean Frappuccino.
In addition to the menu changes, Starbucks will also lay off 1,100 corporate employees in March and eliminate hundreds of open roles. The company aims to simplify its structure, reduce complexity, and operate more efficiently.
CEO Brian Niccol stated that the goal is to become “more focused” and drive greater impact on priorities. However, it remains to be seen whether these changes will resonate with customers.
Source: https://www.foodandwine.com/starbucks-discontinues-13-drinks-11685762