Starbucks to cut a third of its menu offerings this year as the coffee giant streamlines service

Core Viewpoint - Starbucks plans to simplify its menu by cutting 30% of its food and drink offerings by the end of its fiscal year in September, aiming to streamline service and improve customer satisfaction [1][7]. Group 1: Menu Simplification Strategy - CEO Brian Niccol emphasized the importance of simplifying the menu to enhance partner success, consistency, customer satisfaction, and overall economics [2]. - The company will continue to innovate and introduce fewer, higher-quality beverage and food offerings that align with its premium positioning, while also drawing inspiration from in-store partners based on changing consumer preferences [2][4]. Group 2: Leadership and Initiatives - Since taking over as CEO in September 2024, Niccol has implemented several "back to Starbucks" initiatives to address declining sales and improve the brand's reputation, which has suffered from inconsistent drink preparations and long wait times [4][5]. - Niccol's strategy includes rolling back surcharges for non-dairy creamers, reinstating handwritten notes on coffee cups, and updating store decor to create a more comfortable environment [5]. Group 3: Financial Performance - The company's first-quarter earnings exceeded expectations despite a decline in sales, and shares have increased by over 10% in the last month, indicating positive reception from customers and shareholders [6].