Starbucks Just Cut Your Mobile Order

Investing

Published: February 6, 2025 9:15 am

As part of the Starbucks Corp. (NASDAQ: SBUX) effort to cut its menu and make its stores more efficient, it has reduced what customers can order via the Starbucks app.

24/7 Wall St. Key Points:

Starbucks Corp. (NASDAQ: SBUX) has reduced what customers can order via app.
Will investors care about the new CEO’s plan to cut the menu and make stores more efficient?
Take this quiz to see if you’re on track to retire. (sponsored)

That will increase efficiency and should cut waiting times. And it is among the larger changes Starbucks has made under its new CEO, Brian Niccol, and could well backfire.

According to Bloomberg, “The coffee chain is reducing the number of items allowed per order to 12 from 15. It also removed the ability to add a splash of milk or lemonade to a classic Refresher, because there are already beverages on the menu that include those modifications.” In other words, the number of choices has dropped.

As mentioned, the decision is part of plans to cut the Starbucks main menu to lower waiting times. It will reduce the number of items baristas have to handle. Earlier in the week, Niccol said Starbucks would chop 30% of the items on its menu. He commented, “Really what we focused on is what are the items that are not, frankly, selling a lot every day?”

Other changes in Niccol’s plan include lowering the number of discounts and promotions, and allowing only patrons to use bathrooms. Customers will have to customize some of their own drinks, and Starbucks has added condiment bars so they can do so.

Niccol began to hint about the plans as early as his first month as chief executive. He wrote that baristas would have more tools to do their jobs and that orders would be “on time.”

None of this matters if Niccol cannot turn around Starbucks financially. In the quarter just announced, North America and U.S. comparable store sales fell 4%. Sales in China declined 6% by the same measure. Revenue was flat at $9.4 billion, while earnings dropped 23% to $0.69 per share.

Investors don’t care about the menu choices. They worry about the numbers.

Starbucks Just Paid Investors: Here’s How Much They Received

Are You Still Paying With a Debit Card?

The average American spends $17,274 on debit cards a year, and it’s a HUGE mistake. First, debit cards don’t have the same fraud protections as credit cards. Once your money is gone, it’s gone. But more importantly you can actually get something back from this spending every time you swipe.

Issuers are handing out wild bonuses right now. With some you can earn up to 5% back on every purchase. That’s like getting a 5% discount on everything you buy!

Our top pick is kind of hard to imagine. Not only does it pay up to 5% back, it also includes a $200 cash back reward in the first six months, a 0% intro APR, and…. $0 annual fee. It’s quite literally free money for any one that uses a card regularly. Click here to learn more!

Flywheel Publishing has partnered with CardRatings to provide coverage of credit card products. Flywheel Publishing and CardRatings may receive a commission from card issuers.