10 sources·Business

Starbucks Eliminates Nondairy Milk Surcharge Amid Menu Overhaul

Starbucks will no longer charge extra for nondairy milk substitutes starting November 7, as part of a strategic menu simplification initiative.

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Updated: Oct 31st, 2024, 5:08 PM ET

Summary

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In response to customer demands and declining sales, Starbucks CEO Brian Niccol announced the removal of the nondairy milk surcharge starting November 7. This change marks a strategic reform aimed at enhancing the customer experience by simplifying the menu and reducing prices by over 10%. The company faced backlash over past milk surcharges, prompting the decision. Alongside this change, Starbucks plans to discontinue certain food items and drinks, while also introducing a more streamlined ordering process to improve service efficiency.

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