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Fortune

Marco Quiroz-Gutierrez

Starbucks is slashing 30% of its offerings because CEO Brian Niccol says its menu has become ‘overly complex’

Brian Niccol Starbucks United States Fortune

(Credit: Fortune)

Starbucks CEO Brian Niccol said 30% of the company’s food and beverage items would be eliminated by September as part of its “Back to Starbucks” plan.

Starbucks’ CEO is shaking up the coffee chain’s notably intricate menu, pledging to eliminate about a third of its food and beverage items and cutting back on the highly customized drinks it’s known for.

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