Starbucks is shaking things up by revealing a previously hidden menu for its rewards members. This new menu features unique drink combinations created by fans, accessible through the mobile app. The introduction of these drinks aims to enhance the customer experience while also streamlining the ordering process for baristas. The company is also hosting a contest for customers to submit their favorite custom drinks, with prizes of up to $25,000. This initiative comes as part of CEO Brian Niccol's strategy to attract more customers and rejuvenate the brand. Additionally, Starbucks has recently changed its pricing structure for drink add-ons, simplifying costs for customers. However, these changes coincide with the announcement of layoffs affecting 1,100 employees, as the company seeks to optimize operations and improve service efficiency.
• New drinks include Cookies on Top and a Dragonfruit Glow-Up.
• A contest encourages customers to share and vote on custom drinks.
• Pricing for add-ons is now a flat fee of 80 cents.
• Layoffs are part of a broader effort to streamline operations.
These changes reflect Starbucks' commitment to adapt in a competitive market. By focusing on customer engagement and simplifying processes, the company aims to strengthen its position and foster loyalty among its customers. The layoffs, while unfortunate, highlight the challenges of balancing innovation with operational efficiency in a rapidly evolving industry.
Enjoying the read? Subscribe for free to one of the fastest-growing newsletters and get weekly coffee news (TL;DR updates) delivered right to your inbox.