Starbucks Just Announced a Major Menu Change, and Shoppers Are Concerned
Starbucks estimates that there are almost 170,000 possible ways to customize its drinks, from adding a Dubai chocolate twist to your matcha, to turning a frappuccino into a Butterbeer in celebration of Harry Potter. However, the company has now decided to scale back on this level of personalization in an effort to simplify its menu.
On January 28, 2025, Starbucks CEO Brian Niccol announced during an earnings call that the company plans to reduce its beverage and food offerings by about 30 percent. However, Starbucks has not yet provided details on which specific items will get cut.
“We have to clear the noise out both in food and beverage menus,” Niccol said in a statement sent to People. “That opens the door for better innovation that will hopefully resonate even more so for our customers.”
In the past, Niccol has explained that Starbucks’ complex menu creates bottlenecks for employees because customizing drinks takes more time, which leads to longer lines. By simplifying its offerings, the CEO hopes the company will become “more responsive and tuned into cultural moments.” He praised the popularity of the aforementioned trendy Dubai chocolate matcha as an example.
Since the start of the year, Starbucks has made a few changes, including slashing its open-door policy that allows non-customers to use its restrooms. At the same time, the company has reintroduced some old practices, such as offering free refills on hot or iced brewed coffee or tea.
Customers have mixed reactions about the upcoming menu reduction. When CNN reported the news, many people quickly shared their opinions in the comments. One person said, “They need to give people a good reason to walk in and a good reason to keep coming back. Higher prices and a smaller menu aren’t it.” Another person added, “Just keep my flat white, and no one will get hurt.”
Starbucks plans to reduce its drink and food menu by 30 percent by the end of fiscal year 2025. That means you still have a few months to enjoy items like the Baby Yoda Frappuccino, Apple Martini Refresher, or Cinnamon Toast Latte. However, once the change takes effect, there’s no telling what items might disappear.
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