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Starbucks cuts 1,100 jobs and simplifies its menu in the United States while trying to improve trigger activities on its domestic market.
The first items to obtain the ax include the royal latte in English, white hot chocolate and several types of mixed fucccinos.
But Starbucks said that more offers would be cut, because it aims to reduce its menu by almost a third in the next year, in the hope of reducing waiting times and improving quality and consistency.
The company has struggled with a sustained drop in sales since last year, which was particularly pronounced in the United States.
CEO Brian Niccol, who previously directed the Mexican Chipotle food chain, was brought to Starbucks last year to help overthrow the business.
He said he wanted to see the business return to his roots like a coffee.
Drinks fixed for the cutting block “were not commonly purchased, can be complex to make, or are like other drinks on our menu,” said Starbucks. Changes should come into force on March 4.
“We simplify our menu to focus on fewer more popular elements, executed with excellence,” said the company on Monday.
“This will make room for innovation, will help reduce waiting times, improve quality and consistency and align with our main identity as a coffee company.”
The job cuts announced on Monday are focused on business “support partner” and will not affect jobs or investments in stores, said the company.
The company said that it would inform the staff affected by decisions by midday on Tuesday. It also eliminates the “several hundred” positions “open and not full.
“Our intention is to function more effectively, to increase responsibility, to reduce complexity and to stimulate better integration,” Niccol wrote in the announcement.
Starbucks employs more than 360,000 people and operates or licensees more than 40,000 stores worldwide.
The United States is its largest and most important market, but its brand has suffered in recent years when customers have complained of long waiting and high prices, and the company fought with baristas trying to unionize.
The company was also involved in the debates on the War of Israel-Gaza, in the face of boycott calls for pro-Israelis and Pro-Palestine camps, despite the efforts of the company to remain neutral.
Last month, the company said that transactions in American stores open at least one year decreased by 8% in the last quarter, compared to the same period a year earlier.
The reader to simplify the menu marks a passage of previous strategies, which emphasized personalized drinks.
