Starbucks announced several changes, including its plan to cut some items from the food and drink menu.
"We’ve taken steps to refocus the business, our mission and our marketing to better align with our identity as a coffee company," Starbucks chairman and CEO Brian Niccol said Tuesday. "We’re relying less on discounts to drive customer traffic and doing more to demonstrate our value."
Niccol did not say which food and drink items would be leaving.
Among other changes, the coffeehouse chain is no longer charging extra for nondairy milk, will reintroduce the coffee condiment bar and will provide ceramic mugs to customers who dine in-store.
These changes are in an effort "to re-establish Starbucks as the community coffeehouse and improve the café experience," he said.
A Starbucks spokesperson said customers who want to enjoy their beverage at the establishment will receive the drink in a ceramic mug, glass or in their clean personal cup. They can also receive free refills of hot brewed or iced coffee, or hot or iced tea during their visit.
