Starbucks menu and prices will see a major shake-up under the new coffee chain boss. The new boss of Starbucks has pledged to shake up its “overly complex menu” in an effort to turn around the struggling coffee chain. Brian Niccol, who joined the company as chief executive in September, said Starbucks needed to “fundamentally change” its strategy in order to win back customers.
Figures revealed that Starbucks' customers have cut back on spending as the rising cost of living squeezed budgets, particularly in China. In a video message, Niccol said he had heard from customers that the chain had “drifted from [its] core” and were visiting less often. “To welcome all our customers back and return to growth, we need to fundamentally change our recent strategy,” he said.
READ MORE UK tourists ordered to 'leave' Tenerife and Lanzarote warn 'it's scary' He added that the company would simplify its “overly complex menu”, and change its pricing strategy so that customers felt “Starbucks is worth it”. “People love Starbucks, but I’ve heard from some customers that we've drifted from our core, that we’ve made it harder to be a customer than it should be, and that we’ve stopped communicating with them,” Niccol said in the message to employees and investors. “As a result, some are visiting less often, and I think today’s results tell that same story.
To welcome all our customers back and return to growth, we need to fundamentally change our recent strat.