Ghetto imagesStarbucks cuts 1100 jobs and simplifies its menu in the United States as it tries to improve the flag for its home market flag.
The first items that the ax get included royal English breakfast, white hot chocolate and several types of mixed frapuccino.
But Starbucks said more proposals would be cut, as it aims to shrink its menu by almost one -third next year, hoping to reduce waiting time and improve quality and sequence.
The company has been fighting a prolonged decline in sales since last year, which is particularly pronounced in the United States.
Chief CEO Brian Nicole, who previously headed the Mexican CHIPOTLE food chain, was introduced to Starbucks last year to help turn the business.
He said he wanted to see the company return to its roots as a cafe.
Drinks placed for the cutting block “have not been often purchased, can be complex to prepare or are like other drinks in our menu,” Starbucks said. Changes must come into force on March 4.
“We simplify our menu to focus on a less, more popular items filled with high achievements,” the company said on Monday.
“This will enable innovation, help reduce waiting time, improve quality and consistency and align us with our main identity as a coffee company.”
The decrease in jobs announced on Monday are focused on the corporate roles of the Maintenance Partner and will not affect jobs or investment in stores, the company said.
The company said it would inform the employees affected by the decisions by mid -day on Tuesday. It also eliminates “several hundred” open and unfilled positions.
“It is our intention to work more efficiently, to increase accountability, to reduce complexity and to stimulate better integration,” writes Nicole in the message.
Starbucks operate more than 360,000 people and operate or licensed more than 40,000 stores worldwide.
The United States is its largest and most important market, but its brand has suffered in recent years, as customers have been complaining about long -standing and high prices, and the company is struggling with the barista trying to unite.
The company was also involved in debate about the Israeli war, faced with boycothelical calls by both pro-Israel and pro-Palestinian camps, despite the company's efforts to remain neutral.
Last month, the company said that transactions in US stores were opened for at least one year had dropped by 8% in the last quarter, compared to the same period a year earlier.
The drive to simplify the menu marks a shift from previous strategies that emphasize personalized drinks.