Starbucks, SBUX, has said it is to cut 30% of its menu

Starbucks plans to significantly streamline its menu.

On January 28, during the company's first-quarter fiscal year 2025 earnings call, CEO Brian Niccol announced that Starbucks will reduce its food and beverage offerings by nearly a third by the end of 2025.

“In the coming months, you’ll see us begin to optimize our menu, which will result in about a 30% reduction in both beverages and food,” Niccol shared during the call.

While he didn't specify which items would be removed, he explained in an interview with Yahoo! Finance on January 29 that the cuts would involve a range of offerings.

“It’s a little bit of everything,” Niccol said. “We focused on identifying items that, frankly, aren’t selling much on a daily basis.”

He added that the goal is to “clear the noise” and allow for “better innovation” on the menu.

Recent Changes and Shifts Under Niccol

This menu overhaul appears to be part of a broader effort to simplify Starbucks' operations. The changes seem to have started in early November, when the company discontinued its controversial Oleato beverages—coffee infused with Partanna cold-pressed extra virgin olive oil—from U.S. stores.

Since Niccol’s appointment in September, Starbucks has implemented several other changes to reconnect with what he calls the company’s “coffeehouse community roots.”

On January 27, Starbucks announced it would offer free refills of hot brewed or iced coffee, and hot or iced tea, served in ceramic mugs, glasses, or personal cups to all customers. The company is also reintroducing condiment bars, allowing customers to add their own sweeteners, milk, and other ingredients—an option removed during the pandemic.

Earlier in January, Starbucks reversed its open-door policy that allowed anyone to use its cafes and restrooms without making a purchase. This policy had been introduced in 2018 following an incident in Philadelphia, where two Black men were arrested for trespassing while waiting for a friend, leading to public outcry.

In October, the company announced it would reduce the frequency of its discounts and promotions and would no longer charge extra for non-dairy milk after facing pressure from animal rights groups and customers who are vegan or lactose intolerant.