One of the top coffee chains in America is making changes to its menu in an effort to go back to its origins. Starbucks is discontinuing 13 drinks as part of a larger overhaul of its current offerings, the company announced on Monday. Starting on March 4, the Seattle-based coffee chain will be ending nine Frappuccinos and a few other drinks as part of its overall “Back to Starbucks” initiative. This move aims to streamline the brand’s identity to its core essence, as these 13 menu items are considered less popular, complicated to make, or duplicate other beverages on the menu. This is just the beginning, as Starbucks plans to cut around 30% of its current menu by the end of the fiscal year in September. While the exact number of items being removed is not confirmed, it could mean nearly 100 drinks, breakfast options, pastries, and snacks will be affected. This reduction is expected to lead to quicker service and more room for innovation at Starbucks locations. Many of the discontinued drinks are Crème Frappuccinos, which are coffee-free and often involve various syrups, cookies, sauces, and mix-ins. These elaborate drinks, known for their time-consuming preparation methods, have been a point of contention among baristas. Despite these changes, Starbucks notes that most of the discontinued drinks can still be customized upon request. Along with the menu adjustments, Starbucks is also making organizational changes, including laying off 1,100 corporate employees in March and phasing out other open positions. The company’s CEO, Brian Niccol, highlighted the goals of these changes to enhance efficiency, accountability, and integration within the organization. While Starbucks is taking significant steps to reevaluate its coffee approach, only time will tell how customers will respond to these transformations.
Café 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, Iced Matcha Lemonade, White Hot Chocolate, Royal English Breakfast Latte, Honey Almondmilk Flat White. Read the original article on Food & Wine.
