Some “less popular beverages” are set to be retired from Starbucks menus next week.
In an effort to boost sales and prioritize customers, new CEO Brian Niccol has made changes he says will help the Seattle-based coffee chain get “back to Starbucks.”
Under Niccol’s leadership, Starbucks has reversed its open-door policy, unveiled new and returning coffeehouse amenities, in addition the menu overhaul and corporate layoffs coming this week.
Last month, Starbucks said it would begin to “optimize” menu offerings, resulting in a 30% reduction in both beverage and food items by the end of the fiscal year.
Starting March 4, a selection of “less popular” beverages, including several Frappuccino blended beverages, will be removed from the menu. A full list of Starbucks beverages being cut can be found below.
“We’re simplifying our menu to focus on fewer, more popular items, executed with excellence. This will make way for innovation, help reduce wait times, improve quality and consistency, and align with our core identity as a coffee company,” Starbucks said in a statement.
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See list: Starbucks cuts Frappuccinos, other ‘less popular’ beverages
The drinks were cut for one of three reasons: either they weren’t commonly purchased, complex to make, or were similar to other beverages on the menu.
The Royal Breakfast Latte, White Hot Chocolate and several Frappuccino blended beverages are among the beverages set to be cut.
Here’s the full list, according to Starbucks spokesperson Erin Stan:
- Espresso Frappuccino
- Caffe Vanilla Frappuccino
- Java Chip Frappuccino
- White Chocolate Mocha Frappuccino
- Chai Creme Frappuccino
- Caramel Ribbon Crunch Creme Frappuccino
- Double Chocolaty Chip Creme Frappuccino
- Chocolate Cookie Crumble Creme Frappuccino
- White Chocolate Creme Frappuccino
- White Hot Chocolate
- Royal English Breakfast Latte
- Iced Matcha Lemonade
- Honey Almondmilk Flat White
New and returning items coming soon
While some drinks face an imminent retirement, Starbucks has plans to bring back “beloved” Lavender beverages and will also introduce a new Iced Cherry Chai and Jalapeño Chicken Pocket in the spring.
Starbucks lays off 1,100 corporate workers
In addition to menu and policy changes, Starbucks revealed Monday it will lay off 1,100 corporate employees.
The announcement, summarized in a press release, comes one month after senior leaders began “evaluating the role, structure and size of” its global corporate divisions. Those whose positions were eliminated will be notified by Tuesday, Niccol said in a statement.
The retailer has also made the decision to not fill “several hundred” open positions. The move does not apply to baristas and others who work in Starbucks stores themselves.
“I recognize the news is difficult. It is not a decision the leadership team took lightly,” Niccol said in a statement. “We understand the real effect this has on partners’ lives and their families. We believe it’s a necessary change to position Starbucks for future success.”
Laid off employees will be offered comprehensive severance packages that may include pay, healthcare and career transition services, Niccol added.
Contributing: Eric Lagatta, USA TODAY
Contributing: Eric Lagatta, USA TODAY
