Starbucks ax some drinks and personnel in IDB for us.

Starbucks is reducing 1,100 jobs and simplifying its menu in the United States, as it tries to improve marked businesses in its local market.

The first articles to obtain the ax include the Royal English Breakfast Latte, the white hot chocolate and various types of mixture frappcinos.

But Starbucks said that more offers would be reduced, since its goal is to reduce its menu by almost a third during the next year, hoping to reduce waiting times and improve quality and consistency.

The company has been fighting with a sustained fall in sales since last year, which has been particularly pronounced in the United States.

Executive President Brian Niccol, who previously directed the Mexican food chain Chipotle, was taken to Starbucks last year to help change the business.

He has said that he wants the company to return to its roots as a cafeteria.

Beverages established for the cutting block “were not commonly bought, they can be complex to do or are like other drinks in our menu,” Starbucks said. The changes must be valid on March 4.

“We are simplifying our menu to focus on less popular articles, executed with excellence,” the company said Monday.

“This will give way to innovation, it will help reduce waiting times, improve quality and consistency, and align with our central identity as a coffee company.”

The employment cuts announced on Monday focus on the corporate roles of “support partner” and will not affect jobs or investments in stores, the company said.

The company said it would inform the personnel affected by the decisions at noon on Tuesday. It is also eliminating open positions and without filling “several hundred”.

“Our intention is to operate more efficiently, increase responsibility, reduce complexity and promote better integration,” Niccol wrote in the announcement.

Starbucks uses more than 360,000 people and operates or authorizes more than 40,000 stores worldwide.

The United States is its largest and most important market, but its brand has suffered in recent years, since customers complained about long waiting times and high prices, and the company fought with baristas trying to unionize.

The company was also involved in debates about the Israel-Gaza War, facing boycott calls from Pro-Israel and Pro-Palestinian camps, despite the company’s efforts to remain neutral.

Last month, the company said that transactions in US stores. UU. They open at least one year decreased 8% in the most recent quarter, compared to the same period of the previous year.

The impulse to simplify the menu marks a change of previous strategies, which emphasized personalized drinks.