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(Bloomberg) — Starbucks Corp. (SBUX) is removing some less popular drinks from its US lineup, part of a broader plan to simplify the menu and serve customers faster.
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The beverages getting the axe starting March 4 include several Frappuccinos, the royal English breakfast latte, and the white hot chocolate, according to a statement from the chain. The drinks didn’t sell much, were hard to make or were too similar to other offerings.
The changes come as the company eliminates 1,100 corporate jobs to reduce management layers and increase efficiency.
Under Chief Executive Officer Brian Niccol, Starbucks is working to make its cafes more inviting and improve service in a bid to reverse a sales slump. Simplifying the menu, the thinking goes, should help reduce wait times and improve consistency. The chain had already cut some items, including a pineapple passion fruit drink.
Starbucks will continue to trim its offerings with the goal of shrinking the US menu by about 30% by late September, according to the statement. Instead, it will focus on what it sees as higher-end offerings, such as the recently launched cortado. Starbucks is also planning to bring back the lavender lineup that debuted last year and proved popular.
The chain’s shares were up less than 1% at 10:19 a.m. Monday in New York trading. The stock rose almost 17% in the past 12 months through Friday’s close, compared to a roughly 18% increase for the S&P 500 Index (^GSPC).
(Adds details about US lineup in first and fifth paragraphs, shares in sixth.)
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