Starbucks drops more than a dozen drinks from its menu amid layoffs
Goodbye, Caramel Ribbon Crunch Crème Frappuccino. Adios, White Hot Chocolate.
Starbucks is getting rid of more than a dozen drinks, the company announced this week, as part of an effort to get back to its roots as a place that serves, well … coffee. The list of soon-to-be-axed beverages includes a number of frappuccino concoctions as Starbucks sought to eliminate drinks it said were either too complicated to make, weren't big sellers or were similar to other menu items. On Monday, Starbucks also announced it is laying off 1,100 of its 16,000 corporate employees.
'We're simplifying our menu to focus on fewer, more popular items, executed with excellence,' the company wrote in a message posted on its webpage. 'This will make way for innovation, help reduce wait times, improve quality and consistency, and align with our core identity as a coffee company.'
The move is part of a rebranding for the 53-year-old coffee chain led by CEO Brian Niccol, who, shortly after taking the company's reins, in September announced an initiative called 'Back to Starbucks' that included paring back the chain's sprawling menu and refocusing on coffee.
The drinks slated to disappear as of March 4 are: Iced Matcha Lemonade, Espresso Frappuccino, Caffè 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, White Hot Chocolate, Royal English Breakfast Latte and Honey Almondmilk Flat White.
Starbucks isn't done cleaning out its pantry, either: More food and drink items will be removed in the coming months, resulting in a 30 percent smaller menu by the end of September, the company said.
The news was doubtless welcomed by the baristas who have grumbled about the time it takes to prepare the complex elixirs, which involve various syrups and foams. Some fans, of course, weren't too thrilled, with some posting videos in tribute to their beloved beverages.
The effort to streamline and improve service comes as Starbucks has been feeling a financial pinch: Same-store sales have declined for the last three quarters, and global coffee prices are at record highs. In his September message, Niccol acknowledged that the customer experience wasn't what it used to be. 'Menus can feel overwhelming, product is inconsistent, the wait too long or the handoff too hectic,' he wrote.
Since then, Niccol has instituted other changes meant to bring back the chain's good old days, including a return of the bar allowing customers to add their own milk and sweeteners, baristas writing and doodling on cups and more use of ceramic mugs in place of paper cups.
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