The coffee giant is ditching 13 of its “less popular” beverages, including several Frappuccino blends.
Heads up, Starbucks lovers! (Why is Taylor Swift’s Blank Space playing in my head?) The wildly popular coffee chain is overhauling its menu, ditching some of its “less popular beverages” starting March 4.
In an announcement Monday, Feb. 24, Starbucks said that “we’re simplifying our menu to focus on what sets Starbucks apart — a welcoming coffeehouse where people gather, and where we serve the finest coffee, handcrafted by our skilled baristas.”
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The coffee giant explained that a simplified menu means more focus can be given on fewer, more popular items, ensuring that they will be “executed with excellence.” It further elaborated that streamlined options will pave the way for innovation, and improve quality consistency.
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So, is your favorite Starbucks drink in or out?
Here’s the list of 13 drinks that are set to be removed on March 4, which the Seattle-based company shared with The Associated Press:
1. Iced Matcha Lemonade
2. Espresso Frappuccino
3. Caffè Vanilla Frappuccino
4. Java Chip Frappuccino
5. White Chocolate Mocha Frappuccino
6. Chai Crème Frappuccino
7. Caramel Ribbon Crunch Crème Frappuccino
8. Double Chocolatey Chip Crème Frappuccino
9. Chocolate Cookie Crumble Crème Frappuccino
10. White Chocolate Crème Frappuccino
11. White Hot Chocolate
12. Royal English Breakfast Latte
13. Honey Almondmilk Flat White
According Starbucks, these items aren’t commonly purchased or are like other beverages on its menu. Some can also be complex to make, so the streamlined menu can actually help shorten customer waiting time as well.
On top of next week’s menu cuts, Starbucks says that additional beverages and food items will also exit its menu in the coming months — about a 30% reduction by the end of the 2025 fiscal year in the U.S.
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But Starbucks fans need not fret as the chain says it will continue to introduce a handful of new items and seasonal specials. There’s the Cortado beverage introduced just last month, and this spring, its wildly popular Lavender beverages are making a comeback together with the launch of a new Iced Cherry Chai and Jalapeño Chicken Pocket .
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Tough times
Starbucks revamping its menu comes amid wider restructuring within the company, including the laying off of 1,100 corporate employees globally this week—the largest in the history of the company. CEO Brian Niccol, who joined the company in August, stated needs to “operate more efficiently.”
CNN reported that the pared down menu and job cuts are the company’s efforts “to turn around lagging sales and revamp the coffee chain.” Sales have waned for four straight quarters, the longest decline in years, the article continued.
In an interview, Niccol mentioned an ambitious turnaround plan for the coffee chain amid higher costs, longer wait times, and declining sales. He said that Starbucks had veered too much into mobile orders and that this “took a lot of the soul” out of the brand. Nicoll expressed his plans to steer the company back to its roots by prioritizing human connections in the hopes of restoring the brand’s position in US culture.
Per CNN, Niccol is known in the industry as a “Mr. Fix-It,” who has helped struggling chains get back on track. For starters, since joining Starbucks, he has brought back the company tradition of baristas doodling on cups, as well as self-serve milk and sugar stations.
