Starbucks is cutting several drinks from its menu effective March 4, the chain announced earlier this week. The reduction is part of a broader effort to simplify the brand’s menu by removing 30% of items by year’s end. On the chopping block are several blended frappucinos, the Royal English Breakfast Latte and the White Hot Chocolate, Starbucks said.
Consumers order these items infrequently, the company said. Some of the drinks are also operationally complex, while bearing too much resemblance to other menu items to justify their presence.
Cutting down on complex, less popular drinks could help speed up the production of core menu items and reduce wait times — the brand is targeting 4 minute wait times in-store — according to the announcement.
Starbucks said the menu reductions “align with our core identity as a coffee company,” which has been a key strategic priority since Brian Niccol joined as CEO in September.
Removing menu items also makes it easier for the chain to bring back seasonal, limited-time offerings, like lavender-infused beverages. It also leaves room for new menu experiments, like the Iced Cherry Chai and Jalapeño Chicken Pocket, which will be part of the brand’s spring menu lineup. A streamlined menu will make it easier to promote recently launched beverages as well, such as the Cortado that debuted earlier this year.
