(Bloomberg) – Starbucks Corp. Removes some less popular drinks from the American line -up, part of a broader plan to simplify the menu and serve customers faster.
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The drinks that the ax will receive from 4 March include various Frappuccinos, the Royal English Breakfast Latte and the white hot chocolate, according to a statement from the chain. The drinks did not sell much, were difficult to make or were too much on other offers.
The changes come when the company eliminates 1,100 business assignments to reduce management layers and to increase efficiency.
Under Chief Executive Officer Brian Niccol, Starbucks works to make his cafés more inviting and to improve the service in an attempt to reverse a salesmeal. Simplifying the menu, says thinking, must reduce waiting times and improve consistency. The necklace had already cut some items, including a pineapple passion fruit drink.
Starbucks will continue to crop its offer with the aim of reducing the American menu at around 30% at the end of September, according to the statement. Instead, it will concentrate on what it sees as higher offers, such as the recently launched Cortado. Starbucks is also planning to reduce the lavender setup that debuted and proved popular last year.
The shares of the chain rose less than 1% at 10:19 am on Monday in the New York trade. The share rose nearly 17% in the last 12 months to Friday, compared to an increase of around 18% for the S&P 500 index.
(Adds details about the US line -up in the first and fifth paragraphs, shares in the sixth.)
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