Starbucks Withdraws Bathroom Access Reversal and Announces "30% Menu Reduction"

by Roh Kyungjo

Published 31 Jan.2025 17:53(KST)

Brian Niccol, CEO of Starbucks, reaffirmed the policy of menu simplification and announced plans to reduce the menu by about 30%.

A Starbucks store in New York, USA. Photo by Yonhap News Agency and Reuters

On the 29th (local time), according to Fox Business, CEO Niccol said at the previous day’s earnings announcement event, "We will begin optimizing the menu composition within the next few months," adding, "By the end of fiscal year 2025, the beverage and food menu will be reduced by about 30%." However, he did not specify which menu items would be cut.

CEO Niccol also stated that they will respond to customer trends and changing preferences to innovate beverage and food selections. Entering his fifth month in office, Niccol was brought in as a 'relief pitcher' following the resignation of former CEO Laxman Narasimhan, who took responsibility for last year’s poor performance. He previously shared Starbucks’ plans to increase sales during his first earnings call.

Starbucks recently ended its policy of opening stores to all visitors after seven years. It decided to open restrooms only to customers who place orders at North American stores.

According to Fox Business, the strategies presented by CEO Niccol include simplifying the menu to better align with the coffee chain’s identity, differentiating between in-store and mobile orders, and adjusting the pricing structure. Earlier, in a December interview with Fox Business, Niccol stated that he aims to make pricing more transparent on the app.

Customer service has also been enhanced. Following the provision of soy and plant-based milk at no extra charge in U.S. and Canadian stores since November last year, starting from the 27th of this month, cream, milk, and sweeteners have been restocked so customers can add them themselves.