Starbucks Plans Improve Their “Vibe” as the Community Coffee Shop

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Starbucks started as a small coffeehouse in Seattle, Washington in 1971. About 20 years since its founding, Starbucks has become popular around the world. Today, almost 10 million people visit Starbucks daily worldwide. Over time, it has developed into a fast food chain. This year, Starbucks is attempting to return to its roots as the community coffee house, in an attempt to improve customer service. The company plans to make customer experience better by maintaining current prices, decreasing wait times, and shortening their menu. 

The plan to improve customer experience was implemented to increase sales. Global comparative store sales fell 7% in the last quarter of 2024, compared to the same period in 2023. 

Starbucks’ first step to returning to a community coffee house is keeping their prices stable. Brian Niccol, the CEO of Starbucks stated in an interview with ABC news that, "The approach we've taken right now is we're going to hit the pause button on any pricing for this fiscal year.” This is part of their plan to simplify the menu and the mobile ordering process. By not complicating the menu pricing, the company hopes to be more straightforward about their prices. 

Starbucks is also attempting to make the wait for the customer’s orders shorter. "My hope is we can get you a brewed cup of coffee in less than 30 seconds,” Niccol asserted. By making the wait time shorter, the company hopes to make customers happier, which should increase sales. 

To streamline the ordering process and return to their roots as a simple coffee shop, Starbucks is removing 13 drinks from the menu. These drinks were too complicated to make quickly and efficiently, too similar to other drinks, and/or not popular among customers. A Starbucks spokesperson announced to CBS “As part of our plan to get back to Starbucks, we're simplifying our menu to focus on fewer, more popular items, executed with excellence. This will make way for innovation, help reduce wait times, improve quality and consistency, and align with our core identity as a coffee company. " Cutting these drinks reflects about a 30% decrease in the menu.

The drinks being removed are:

• Iced Matcha Lemonade

• Espresso Frappuccino

• Caffè Vanilla Frappuccino

• Java Chip Frappuccino

• White Chocolate Mocha Frappuccino

• Chai Crème Frappuccino

• Caramel Ribbon Crunch Crème Frappuccino

• Double Chocolaty Chip Crème Frappuccino

• Chocolate Cookie Crumble Crème Frappuccino

• White Chocolate Crème Frappuccino

• White Hot Chocolate

• Royal English Breakfast Latte

• Honey Almond Milk Flat White 

Starbucks will also try to reclaim third places around the world. A third place, a space somewhere between work and home, is integral to maintaining social connections. Starbucks is committed to making their stores  “safe, accessible spaces for us to make friends and feel connected to our communities.” Starbucks plans to build 1,000 more community stores globally by 2030. 

All of these changes are part of the Starbucks 2025 plan to reclaim their “vibe” as the community coffee house, according to Niccol. They are aiming to do this by maintaining prices, shortening wait times, and cutting down on their menu. Altogether, these changes should make Starbucks a better coffee shop for all.