Starbucks is revamping its menu for 2025, aiming to streamline offerings and focus on customer favorites. As part of this strategy, several drinks will be discontinued, including some popular Frappuccinos and seasonal items like the White Hot Chocolate. The decision follows a broader trend within the company to enhance quality and consistency while reducing wait times. This simplification reflects a shift toward more premium beverages, such as the Cortado, which has been well-received.
Why the Changes?
The move to cut down on menu options is designed to reduce complexity and improve customer experience as part of the “Back to Starbucks” plan. By focusing on fewer drinks, Starbucks plans to ensure each item is executed with precision and care. These changes will not only help with operational efficiency but also free up space for new innovations, with upcoming launches like the return of the Lavender beverages and the introduction of new options like the Iced Cherry Chai.
What’s Being Discontinued?
Among the items on the chopping block are drinks like the Royal English Breakfast Latte and several Frappuccinos. These drinks weren’t performing well enough to justify their place on the menu. The company is also discontinuing options that are too similar to other drinks, or that are overly complex to prepare in large quantities. See the full list here.
What’s Staying?
Starbucks is doubling down on beverages that resonate with current trends. Expect to see more coffee-forward offerings and beverages that reflect consumer interest in bold, unique flavors. The Cortado is one such example, becoming a surprise hit since its introduction.
The Bigger Picture
Starbucks’ decision to simplify its menu is part of a larger strategy to return to its roots as a coffee company and revitalize its customer experience. This simplification aligns with Starbucks CEO Brian Niccol’s vision for a more intentional, thoughtful Starbucks that offers consistent quality and serves as a hub for community connection.
According to the Seattle Times, Niccol’s “Back to Starbucks” plan outlines several key goals: “Empowering our baristas to take care of our customers,” ensuring that each morning begins “right” with “outstanding drinks and food, on time, every time,” creating stores that are “inviting places to linger, with comfortable seating, thoughtful design and a clear distinction between ‘to-go’ and ‘for-here’ service,” and restoring the company’s reputation.
What’s Next for Starbucks Fans?
While some beloved drinks are going away, Starbucks promises to continue evolving with consumer preferences. Look forward to fresh flavors and the return of fan-favorite seasonal options, ensuring that there’s always something new to try.
As Starbucks continues to refine its menu, it’s clear that less is more when it comes to offering high-quality, memorable drinks. Fans can expect a more cohesive experience in 2025 as the company focuses on executing a more curated selection of beverages that continue to capture the essence of its coffee culture.
