Starbucks has problems on the native American market, and they are to answer dismissals and a simplified menu. This is to reduce the waiting time for customer orders and improve the quality of the products offered.
Starbucks is struggling with a decrease in sales, especially visible on the American market. 1100 people will help, but also to make changes in business.
Changes in the menu
The new president of Biran Niccol, who previously managed the Chipotle network, wants the company to return to its cafe roots.
The Starbucks menu has been remodeled and simplified. 13 items will disappear from it, including Royal English Breakfast Latte, White Hot Chocolate, Java Chip Frappuccino or Iced Matcha Lemonade.
These drinks “were not widely bought, they can be complicated in preparation or resemble other drinks in our menu” – said the network in a statement. “We simplify our menu to focus on fewer, more popular items made with perfection. This will create a place for innovation, help reduce the waiting time, improve quality and consistency and adapt to our basic identity as a coffee company” – added.
The changes will come into force on March 4.
Striving to simplify the menu means a departure from previous strategies that emphasized the personalization of drinks.
Coffee from Starbucks.Farknot Architect/Shutterstock
Schedules in Starbucks
The reduction of jobs announced on Monday is focused on corporate “support partners” and will not affect jobs or investments in cafes – the company said. Starbucks announced that he would notify employees who apply to these decisions until Tuesday until noon. It also eliminates “several hundred” of unhappy positions and those for which recruitment lasted.
“Our intention is to act more efficiently, increase responsibility, reduce complexity and ensure better integration,” Niccol wrote in the advertisement.
Starbucks employs over 360 thousand people and conducts or licensed over 40,000 cafes around the world.
Network problems
USA They are the largest and most important market for the network, but in recent years the brand has suffered. Customers complained for a long waiting time and high prices. Not without significance was Starbucks fought with employees who tried to establish trade unions.
Last month, the company said that transactions in American cafes fell in the last quarter by 8 percent. compared to the same period a year earlier.
Source of the main photo: Farknot Architect/Shutterstock