New Starbucks CEO Brian Nichol calls the menu-cutting plan "Back to Starbucks." January 29, 2025.
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(Seattle, WA) – Ever since the chain exploded in the 1990s, Starbucks has earned the title of “coffee giant.” But with food prices on the rise — and US consumers increasingly picky amid persistent inflation — Starbucks has fallen on some hard times. During the preceding four quarters, the company has reported declining sales. That’s prompted action from leadership.
Brian Nichol is Starbuck’s new CEO and he’s looking to get back to basics. In fact, his new action plan is being called “Back to Starbucks,” and will include a menu reduction. Starbucks plans to reduce menu options by nearly 30% by the end of the year. And the goal is to streamline the ordering process as well — with the aim of “coffee in four minutes or less.”
It’s a shift in strategy for Starbucks, which has increasingly offered unique flavor combos and more elaborate drinks in a bid to attract customers. Drawing inspiration from Italy, Starbucks even experimented with olive oil-infused drinks — but those are being done away with in most markets.
Nichol says the current menu is a bit overwhelming for customers and employees. It’s not immediately clear what menu items are getting cut.
