Starbucks will remove 13 drinks from menu amid major streamlining effort
Starbucks is set to discontinue 13 beverages, including several Frappuccino varieties, as part of its "Back to Starbucks" initiative aimed at simplifying operations and focusing on core offerings.
In a strategic move to enhance operational efficiency and refocus on its core offerings, Starbucks has announced the removal of 13 beverages from its menu, effective March 4, 2025. This decision is part of the company's "Back to Starbucks" initiative, aiming to simplify choices for customers and reduce preparation complexities for baristas.
The beverages slated for discontinuation include a mix of hot, cold and blended options. Notable among them are the Iced Matcha Lemonade, Espresso Frappuccino, Café Vanilla Frappuccino, Java Chip Frappuccino, White Chocolate Mocha Frappuccino, and the Honey Almondmilk Flat White. These drinks were identified as less popular, more complex to prepare or redundant in the current menu line-up.
What drinks will Starbucks stop selling? Check out the FULL list. Photo: Merca2.0.
ALSO SEE: Joann Fabrics announces closure of all 800 Stores across America after unsuccessful sale efforts
Details of the menu reduction
This menu reduction is the first phase of a broader plan to decrease the total number of offerings by approximately 30% by the end of the fiscal year in September 2025. The objective is to streamline operations, reduce wait times, and improve the overall customer experience by focusing on the most favored items.
In tandem with the menu changes, Starbucks is introducing new beverages to cater to evolving customer preferences. The upcoming spring menu will feature drinks such as the Iced Lavender Cream Oatmilk Matcha, Iced Lavender Oatmilk Latte, and the Iced Cherry Chai. These additions are designed to offer fresh and innovative flavors while aligning with current market trends.
Reinvention will touch, and elevate, every aspect of our Starbucks partner, customer and store experiences," says Starbucks Global CEO. Photo: Indian Retailer.
What did make Starbucks to take this decision?
The decision to revamp the menu comes amidst a series of strategic changes under CEO Brian Niccol, who assumed leadership in September 2024. Niccol has emphasized the need to return to the company's roots as a coffee-centric brand, simplifying both the menu and operations to better serve customers and enhance efficiency. This initiative reflects Starbucks' commitment to adapting to customer needs and market dynamics, ensuring that its menu remains both relevant and manageable. By concentrating on its most popular offerings and introducing new, innovative beverages, the company aims to strengthen its position in the competitive coffee industry.
While some customers may be disappointed by the removal of their favorite beverages, Starbucks assures that many of the discontinued drinks have comparable alternatives still available. For instance, fans of the Iced Matcha Lemonade can opt for the Green Tea Lemonade, which offers a similar blend of citrus and earthy flavors. Similarly, the Mocha Frappuccino serves as a substitute for the White Chocolate Mocha Frappuccino.