Starbucks Simplifies Menu and Axes Jobs in Bid for US Turnaround
Starbucks is cutting 1,100 jobs and simplifying its menu in the US as it tries to improve flagging business in its home market. The company has been wrestling with a sustained fall in sales since last year, which has been particularly pronounced in the US. By reducing its offerings to fewer, more popular items, Starbucks aims to reduce wait times, improve quality and consistency.
- This menu overhaul could ultimately benefit customers who are tired of being overwhelmed by too many options on Starbucks' crowded menus, but it may also force baristas and store employees to take on more responsibilities.
- Will this move mark a return to the company's core identity as a coffee house, or will it simply be another attempt to revamp an underperforming business model?