Starbucks is set to reduce its menu by approximately 30% in the coming months in an effort to simplify operations, improve efficiency, and enhance the overall customer experience. The move was confirmed by CEO Brian Niccol during the company’s latest earnings call.

As reported by Jordan Valinsky for CNN, Niccol acknowledged that the menu had become “overly complex,” leading to longer wait times. While he did not specify which items would be removed, Starbucks has already discontinued its olive oil-infused drinks and iced energy drinks.

Despite these cuts, Starbucks continues to introduce new offerings, such as the cortado and pistachio-flavoured beverages. Niccol believes the changes will allow the company to be “more responsive” to market trends, citing the viral success of its Dubai Matcha drink.

These adjustments are part of Niccol’s broader strategy to revitalise Starbucks following four consecutive quarters of declining US sales.