In a recent interview, Brian Niccol, the new CEO of Starbucks, shared his vision for revitalizing the iconic coffee chain. He acknowledged that the menu has become “overly complex” and promised to simplify it as part of a broader strategy to win back customers and address declining sales.

Niccol emphasized the need for a “fundamental change” within the company, including a comprehensive review of their pricing strategy. Recent figures showed that many customers are spending less due to the rising cost of living, with a notable decrease in sales particularly impacting the Chinese market.

“Despite our heightened investments, we were unable to change the trajectory of our traffic decline,” admitted Rachel Ruggeri, Starbucks’ chief financial officer, highlighting the challenges that lie ahead. Recent reports indicated that global sales at Starbucks fell by 7% between July and September, with an even steeper drop of 14% in China as economic conditions worsen.

In response, Niccol is committed to improving the customer experience. “We will simplify our overly complex menu, fix our pricing architecture, and ensure that every customer feels Starbucks is worth it every single time they visit,” he stated. He also mentioned the importance of refining the mobile order and pay system to enhance the café experience rather than overwhelm it.

Financial services firm L&G’s fund manager, Randeep Somel, weighed in on the conversation, suggesting that a more straightforward and less expensive menu could enhance service efficiency. “At peak times, the queues are just too large, so if you simplify the menu, it might help customer throughput,” he noted during an appearance on BBC Radio 4’s Today Programme.