Starbucks is set to cut about 30% of its menu as part of its 'Back to Starbucks' initiative, which intends to simplify its offerings and reduce wait times, CEO Brian Niccol announced during an earnings call on Tuesday (January 28) via Axios.

"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.

Stabrucks still plans to add new items to its menu, but vowed to do so by "being responsive to customer trends and their changing preferences." The company didn't specify which items would be cut nor give a "definitive timing" for the roll out.

Starbucks previously shared a press release on its website detailing its 'Back to Starbucks' initiative.

"In September, we outlined our plan to revitalize Starbucks by focusing on what has always set us apart: a welcoming coffeehouse where people gather and where we serve the finest coffee, handcrafted by our skilled baristas," Niccol said. "Since then, we have been enhancing the in-store experience with the return of the condiment bar, writing on cups, more ceramic mugs and a revised code of conduct. We’ve shifted our marketing from discounts to highlighting our brand story and coffee leadership. We’ve taken steps on pricing transparency by removing the non-dairy milk upcharge. We’ve set a goal of a four-minute wait time in cafés and have provided additional coverage hours in over 3,000 stores. We’ve doubled paid parental leave for our U.S. retail teams and aim to promote internally for 90% of retail leadership roles in three years.

"We have much more work to do but I’m pleased with the progress we’ve made and appreciate how everyone has rallied around the plan."

Starbucks had previously cut several items from its menu, including olive oil-infused drinks, which were offered for a limited time, in November.

Frederick Hand