Starbucks is set to streamline its menu, cutting nearly a third of its food and beverage offerings by the end of 2025, CEO Brian Niccol announced during the company’s first-quarter fiscal 2025 earnings call on January 28.
“In the coming months, you’ll see us begin to optimize our menu offerings, resulting in roughly a 30% reduction in both beverages and food,” Niccol stated.
While he did not specify which items would be removed, he explained in a January 29 interview with Yahoo! Finance that the decision targets underperforming products. “It’s a little bit of everything,” Niccol said. “We focused on items that aren’t selling much on a daily basis.” The goal, he added, is to “clear the noise” and allow for “better innovation” on the menu.
This shift began in November when Starbucks discontinued its controversial Oleato line—coffee infused with extra virgin olive oil—in U.S. stores.
Since taking over as CEO in September, Niccol has introduced several changes aimed at returning Starbucks to its “coffeehouse community roots.” On January 27, the company expanded its free refill policy to include all customers, offering refills of hot or iced coffee and tea when served in a ceramic mug, glass, or personal cup. It also reinstated self-service condiment bars, allowing customers to customize their drinks with sweeteners and milk, a feature removed during the pandemic.
Other recent policy changes include reversing Starbucks’ open-door policy, which previously allowed non-paying customers to use its cafes and restrooms. The policy was originally introduced in 2018 after an incident in Philadelphia, where two Black men were arrested for trespassing while waiting for a friend, sparking widespread backlash.
Additionally, in October, Starbucks reduced the frequency of discounts and promotions and eliminated the extra charge for non-dairy milk following pressure from animal rights groups, vegans, and lactose-intolerant customers.
Related topics:
- Addressing Inequalities in the Coffee Value Chain to Reduce Regional Gaps
- Victoria Launches Contest to Reduce Coffee Cup Waste
- Luckin Coffee Reports 35.5% Revenue Growth in Q2 Amidst Reduced Store Openings