Starbucks Trims Menu by 25%, Axing 13 Drinks in Efficiency Push
In a significant shift from its traditional approach, Starbucks is undertaking a substantial menu overhaul, eliminating 13 beverages as part of CEO Brian Niccol's ongoing "Back to Starbucks" operational turnaround strategy. The move highlights the coffee giant's focus on efficiency and supply chain simplification, even at the cost of cutting some customer favorites.
"Our transaction growth since 2022 has illuminated clear opportunities to strengthen our supply chain and critically reevaluate our menu," Niccol stated during the company's latest earnings call. "This ensures product availability while reducing future waste. It's clear our plan is working, and as we return to growth, we see where to improve further."
The company confirmed to Nation's Restaurant News that the removed items—which include nine Frappuccino flavors such as the Caramel Ribbon Crunch Crème—were "not commonly purchased, can be complex to make, or are similar to other menu offerings." This pares the standard Frappuccino lineup from 21 to 12 options, though seasonal varieties will continue.
Niccol estimates the permanent menu has been reduced by 25-30% since he took the helm, a stark contrast to the chain's historical reluctance to make mass changes. The risk is inherent: every cut item is someone's favorite. Yet, industry analysts see strategic merit.
"This is the classic restaurant cycle," said Jason Valentine, CEO of automated beverage platform Botrista, in an op-ed for QSR Magazine. "Brands expand to spark excitement, then scale back due to operational complexity. For Starbucks, this reduction could be an inflection point—freeing baristas to perfect fewer drinks and setting an operational benchmark for the industry."
Niccol echoed the sentiment, noting the move is part of a broader efficiency drive that includes deploying technology in stores and support centers globally. "We're ahead of schedule and confident in our path, but we recognize we're still in our turnaround," he added.
Reader Reactions:
"As a shift supervisor, this is a relief. Training new baristas on dozens of intricate recipes was a nightmare. Simplicity means faster service and fewer errors during peak. It's a smart business move." – Maya Rodriguez, Starbucks barista, Chicago.
"They've butchered the menu! My go-to afternoon treat, the Mocha Cookie Crumble Frappuccino, is gone. This isn't 'streamlining'—it's corporate greed disguised as efficiency. They're stripping away the unique choices that made Starbucks fun." – David Chen, freelance graphic designer and longtime customer, Seattle.
"From a supply chain perspective, this is textbook good management. Reducing SKUs lowers waste, simplifies inventory, and speeds up service. Other quick-service restaurants struggling with bloated menus should take note." – Priya Sharma, retail operations analyst, Boston.
This story was originally reported by TheStreet on February 2, 2026.