Starbucks boss shakes up menu to win back customers

Starbucks is undergoing significant changes to its menu in an effort to win back customers and improve its sales, which have been declining. The new CEO, Brian Niccol, has stated that the current menu is overly complicated and needs to be simplified. He believes that the company must make fundamental changes to attract more customers and ensure that they feel they are getting their money's worth every time they visit a Starbucks location. Recent reports indicate that customers have been cutting back on their spending due to rising living costs, particularly in China, where Starbucks has seen a dramatic 14% drop in sales from July to September. Overall, global sales fell by 7% during the same period. Mr. Niccol also acknowledged that there are operational issues within the stores, such as insufficient staffing and long wait times for customers. While he did not confirm whether the menu changes would apply to the UK, he emphasized the need to improve the customer experience. He plans to refine the mobile ordering and payment system to ensure it enhances rather than detracts from the café experience. Randeep Somel, a fund manager, suggested that a simpler menu could help reduce wait times during peak hours, making the service more efficient. Mr. Niccol, who previously led the Mexican food chain Chipotle, was brought in to help turn around Starbucks' fortunes. However, he has faced challenges, including a recent drop in stock prices and the suspension of financial forecasts for the upcoming year. Starbucks' former CEO, Laxman Narasimhan, had also attempted to revitalize the menu by introducing new items and improving service but left the company after a short tenure. Additionally, Starbucks has been dealing with protests and social media backlash related to the Israel-Gaza conflict, which has complicated its public image. The company has stated that it does not support violence and disagrees with the union's statements regarding the situation. As Starbucks prepares to release its full financial results, many are wondering if these planned changes will be enough to win back customers and restore the brand's reputation.