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Starbucks Stops Accepting Highly Customized Drink Orders

Following a period of three consecutive quarters of declining same-store sales, Starbucks, under the leadership of its new CEO Brian Niccol, is instituting several changes, including a reduction in highly customized drink orders.

For years, both customers and baristas have expressed concerns regarding complex drink customizations, which often cause delays in service. In line with Niccol’s objective to complete every order within a four-minute timeframe, Starbucks is aiming to streamline customizations. To facilitate this, the company plans to implement “common sense guardrails” within its mobile app, as announced by Niccol during the fiscal fourth-quarter earnings call. He acknowledged that the existing mobile order customization system can be cumbersome for both customers and employees and suggested the need for simplification.

Niccol explained that the current system is complex for customers and may encourage impractical customizations, increasing the complexity of drink preparation. By implementing these changes, Starbucks aims to ensure more consistency and eliminate unexpected costs associated with heavily customized orders.

In addition to alterations in drink customization, Starbucks is also reevaluating its food offerings. The focus will shift towards quality over quantity, with plans to reduce the variety of food items available. According to Niccol, this will allow the company to deliver higher quality food options.

A Starbucks spokesperson informed Fortune that these menu modifications align with the company’s core identity as a coffee-focused brand, offering fewer but improved products to enhance quality and consistency.

Furthermore, Starbucks plans to reintroduce condiment bars with milk and sugar in stores starting next year, a practice largely discontinued during the COVID-19 pandemic. Niccol aims to expedite the service process, envisioning a setup where a simple drip coffee is ready almost immediately after ordering, allowing customers to modify their drinks at the condiment bar.

Niccol highlighted that this move responds to customer requests and would assist baristas in maintaining swift service. Having joined Starbucks in September after leaving Chipotle, Niccol was tasked with steering the company through challenging times, despite receiving a substantial $113 million remuneration and the option to work remotely.

Despite Niccol’s strategic initiatives, Starbucks’ shares experienced a slight decline of less than 1% following results that fell short of analysts’ expectations for the fiscal fourth quarter. A 7% decrease in global comparable same-store sales, including a 6% decline in North America and the U.S., marked the third quarter of consecutive sales downturns for the company.

The transformations in the menu and service approach form part of Niccol’s broader strategy to restore Starbucks’ image as a "third place" facilitating community interaction and an inviting “coffee house vibe.” To enhance the in-store experience, Starbucks plans to use ceramic mugs for some beverages and bring back the practice of baristas personalizing orders with Sharpies. Niccol emphasized the importance of these simple measures in reinforcing the concept of Starbucks as a community hub.

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