Starbucks Removes English Breakfast Latte from Menu: A Fresh Take on Their Brews

Starbucks is making significant changes in its US operations by cutting 1,100 jobs and simplifying its menu. This move comes after a sustained decline in sales over the past year, particularly impactful within the company’s home market.

The first items targeted for removal include the Royal English Breakfast Latte, White Hot Chocolate, and several types of blended frappuccinos. Starbucks has announced plans to further reduce its menu by nearly one-third over the next year with additional cuts expected.

These changes aim to tackle issues like long wait times and inconsistent quality while aligning more closely with the coffee company’s traditional identity as a provider of basic, well-executed beverages rather than complex creations. Brian Niccol, who took on this leadership role last year after heading Chipotle, is spearheading these reforms.

The items being discontinued “weren’t commonly purchased and could be complex to make or similar to other menu options,” according to Starbucks’ announcement. The first phase of the simplified menu goes live on March 4th.

However, job cuts will only affect corporate support roles; investments in physical store operations are not impacted. Affected staff were informed by mid-day Tuesday. Additionally, several hundred open and unfilled positions have been eliminated to streamline operations and boost efficiency.

“Our intent is to operate more efficiently, increase accountability, reduce complexity, and improve integration,” Niccol wrote in a statement accompanying the announcement. The company employs over 360,000 people globally across almost 41,000 stores; its US market remains pivotal yet has faced criticism for issues such as high prices and lengthy wait times.

Recently, Starbucks’ stance on global affairs, including debates surrounding the Israel-Gaza conflict and subsequent boycott calls from both pro-Israeli and pro-Palestinian groups, have further strained public perception. Despite efforts to remain neutral in these matters, the company has faced criticism for its handling of various contentious issues.

In recent quarters, transactions at US stores that have been open at least a year declined by 8% compared to the same period last year. This latest initiative represents a significant shift from Starbucks’ previous emphasis on customisable and complex beverages towards simpler offerings designed to enhance quality, consistency, and overall customer satisfaction.