Starbucks CEO Lays Off 1,000 Employees and More

Mid February 2025, Starbucks publicly declared their project to lay off over 1,000 employees and remove less popular items from their menu. The cut back was created in attempts to raise Starbucks’ plummeting sales streaks. Starbucks has terminated over 1,000 employees in company positions and their support partners. It is important to understand that the employees who will suffer from this decision are Starbucks’ support partners, not the baristas or cafe-workers.  

Starbucks CEO, Brian Niccol, stated in his official message that these cuts are a part of his “Back to Starbucks” plan. The “Back to Starbucks” plan aims to simplify Starbucks amidst a world focused on less face-to-face experiences and greater dependence on technology. 

The “Back to Starbucks” plan hopes to implement less expensive drinks, faster service, and improved in-person customer experience. An improvement on barista service and customer satisfaction is the main concern of the company. 

What’s the Big Problem?

Niccol admitted his mistake of focusing on mobile and takeout orders, instead of strengthening the in-person cafe experience. While mobile and takeout orders were constant, the crowded clutter of drinks and food on the counter in shops became a problem. Starbucks’ flaw was that their attention was on the digital “ghost customer” and not on the customers in the store. Niccol acknowledged that while mobile order drinks are meant to be made quicker for customer convenience, focus on these drinks overpowers loyal customers that order their drinks in store. 

Starbucks hopes to return to their original roots of a traditional coffee-shop environment: friendly atmosphere and emphasis on authentic customer relationships. Starbucks hopes to abandon quick-service interactions and foster more authentic relationships for customers. 

Why Did Starbucks Remove Drinks from the Menu?

In efforts to revive Starbucks, thirteen drinks have been removed from their menu. While these drinks were the least popular on the menu, they were also complex to make and time consuming. In accordance with the “Back to Starbucks” plan, the drink cuts aim to reduce wait times for busy customers and respond to customer trends.

It is interesting that nine out of the thirteen drinks removed were frappuccinos. It can be inferred that customer drink trends have shifted from sugary and dessert-focused to quick with simpler ingredients. The long process to make a frappuccino like the blending and toppings is time consuming which is another reason why the drinks were removed from the menu. 

Below are the 13 drinks Starbucks decided to remove from their menu. 

• Iced Matcha Lemonade
• White Hot Chocolate
• Royal English Breakfast Latte
• Honey Almond Milk Flat White

Frappuccinos

• Double Chocolaty Chip Crème Frappuccino
• Chocolate Cookie Crumble Crème Frappuccino
• White Chocolate Crème Frappuccino
• Espresso Frappuccino
• Caffè Vanilla Frappuccino
• White Chocolate Mocha Frappuccino
• Java Chip Frappuccino
• Chai Crème Frappuccino
• Caramel Ribbon Crunch Crème Frappuccino

When Should We Expect These Changes?

In Starbuck’s statement, they announced that on March 4th, customers should expect to see a new food and drink menu with fewer items. 

Starbucks is changing their identity and returning to their customer-focused coffee shop roots. Greater emphasis is being placed on shopping in person and even the restrooms have changed to be reserved for customers only. While changes reshape the Starbucks experience, only time will tell if they will truly create a lasting impact on customers and sales.

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