Could Starbucks potentially lose customers with a menu cut?
As part of the company’s plan to stem the loss of its customers, Starbucks is cutting its menu down by 30%. By late 2025, the company’s goal is to create a simpler menu, keeping some popular drinks and letting go of others.
Starbucks’ new CEO, Brian Niccol, is being praised for the company’s turnaround success following previous dips in its sales. Cutting down the menu by 30% is Niccol’s way of “pledging to return the chain to its roots as your local coffee house.” Niccol expressed that the new menu is overwhelming for both customers and baristas, and to some extent, he is right.
First time Starbucks customers are usually taken aback by the countless options that are displayed. It would seem easier to choose something that is familiar but given the fact that the coffeehouse has its distinct menu, nothing really seems “familiar.” Furthermore, the menu doesn’t display the countless additional toppings and blends of many Starbucks drinks. Although this isn’t a reason to not return, to become a regular customer of this franchise will demand the customer to familiarize themselves with the menu that is presented with endless options.
“What do you all usually get from Starbucks?” someone asked on TikTok.
The comments were flooded with so many different drinks and added supplements, that are almost never seen on the menus. It is astonishing how baristas take the time to learn all these different drinks, including their additional supplements.
A question about the Starbucks menu was raised in a discussion during a consumer behavior lecture. A Starbucks barista happened to be a part of this discussion and prompted her opinion. In simple terms, she supports the menu being cut down because it means that there will be a lot of stress lifted from her shoulders.“It also gives customers a smaller menu to glance through instead of being overwhelmed about what to choose or add to their drinks,” she continued. This statement agrees with CEO Niccol’s comment.
Naturally, there are positive and negative reactions from customers about the menu being cut down by 30%. People who are in favor of this new plan are happy that the wait times will be shorter, and there will be easier ordering. As stated before, as a first-time customer, my options felt too broad, making it difficult to place an order. Others who are not in favor of this plan are more concerned about their favorite drinks going away. This could cause Starbucks to potentially lose some customers, given that they won’t be finding their regular orders in their local stores.
Starbucks remains one of the most powerful coffeehouse companies. Only time will tell how customers will respond to these changes.