Starbucks to cut 30% of its menu, change mobile ordering

The big picture: Niccol said customer-focused changes — from writing on cups and bags to stopping a nondairy milk fee — have helped to drive store traffic.

• This week, Starbucks introduced a new code of conduct, free refills and the return of condiment bars.

Starbucks menu cuts coming

Zoom in: The menu reduction is part of the company's "Back to Starbucks" rollout — its plan to return to its roots, which includes simplifying offerings.

• "In the coming months, you'll see us begin to optimize our menu offerings, resulting in roughly 30% reduction in both beverages and food SKUs by the end of fiscal year 2025," Niccol said Tuesday during Starbucks' quarterly earnings call.
• The company will still add new menu items. Niccol said they'll do this by "being responsive to customer trends and their changing preferences."

Starbucks mobile ordering changes

What's next: Starbucks will test out changes to mobile ordering, including the development of a "capacity-based time slot model that allows customers to schedule mobile orders," Niccol said.

• A mid-year update will "simplify customization options, improve upfront pricing and provide real-time price changes as customers customize beverages," he added.

Yes, but: The company doesn't have "definitive timing" on when the changes will roll out, Niccol said.

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