Albany, New York – Starbucks is taking steps to revamp its business in the US with a major announcement of job cuts and menu simplification. The coffee giant is aiming to enhance its performance in its home market, which has been facing challenges in recent times.

Among the changes unveiled are the elimination of 1,100 jobs, primarily in corporate roles, as well as a significant reduction in menu offerings. Starbucks plans to trim down its menu by almost a third over the next year to streamline operations, reduce wait times, and enhance overall quality and consistency.

The decision to reshape the menu comes as Starbucks grapples with declining sales, especially in the US market. To lead this restructuring effort, Starbucks brought in Brian Niccol as CEO last year, with a focus on returning the company to its roots as a coffee house.

Several items, including the Royal English Breakfast Latte and White Hot Chocolate, along with various blended frappuccinos, are among the first to be axed from the menu. The company cited reasons such as low demand, complexity in preparation, or similarities to existing beverages for these cuts.

Niccol emphasized the importance of simplicity, stating that the menu overhaul will allow Starbucks to concentrate on popular items and deliver them with excellence. The changes are set to take effect on March 4, aligning with the company’s vision of innovation and operational efficiency.

Despite the job cuts in corporate positions, Starbucks reassured that this move would not impact jobs or investments at its stores. The company aims to operate more efficiently, increase accountability, and drive better integration through these changes, in an effort to navigate ongoing challenges in the competitive coffee market.

Starbucks, a global brand with more than 40,000 stores worldwide and over 360,000 employees, continues to prioritize its performance in the US, its largest market. Recent struggles with long wait times, pricing concerns, and labor activity have prompted the company to reevaluate its strategies and focus on its core identity as a coffee company.

The move to simplify the menu signifies a shift from previous initiatives that emphasized personalized drink options. As Starbucks looks to enhance customer experience and drive growth, the strategic changes aim to reshape its operations and address evolving consumer preferences in the highly competitive coffee industry.