How Starbucks Lost Its Way—And Why It's Finally Fixing It

The other week, I wrote about menu creep (If you missed it, check it out here!)—the gradual expansion of menus that slows down service, confuses customers, and waters down a brand's identity. Since then, I've seen story after story about companies stripping things back, refocusing on their core products, and doubling down on what made them successful in the first place. And now, Starbucks is finally joining that movement.

It's about time.

Starbucks has grown into an absolute goliath, a global behemoth with a bloated menu that makes fast-food chains look restrained. It started with a simple mission: serving high-quality coffee. But that mission got buried under layers of syrup, whipped cream, and gimmicky seasonal drinks over time. And that's before you even consider the sheer chaos of customisation—when ordering a 'coffee' starts to feel like designing a bespoke suit, you know something's gone wrong.

Don't get me wrong—I'm not against choice. I'm an Americano with an extra shot kind of guy, so I don't get too involved in the circus of orders. But when people wait 20 minutes because the person in front is crafting their Strawberry Açaí Refresher with coconut milk, light ice, freeze-dried strawberries, and just a whisper of oat foam (yes, that's a real drink)… well, we have a problem. 

The Problem With Being Too 'Welcoming'

For years, Starbucks has actively encouraged people to treat their stores as co-working spaces. Free Wi-Fi, comfy chairs, and an open-door policy meant their cafes became unofficial offices for remote workers, students, and, let's be honest, freeloaders.

I once stopped in a Starbucks in Cheltenham for a quick coffee before a meeting. I needed to fire off a couple of emails, so I found a seat, sipped my drink, and got to work. But what struck me was the back wall—a whole row of people at double tables, laptops open, headphones on, reusable water bottles ready, and even the odd thermos of hot drink. They weren't just stopping in. They were settling in. Feet under the table, full-day setup, not a Starbucks cup in sight.

It baffled me. How does it make business sense to let people occupy prime real estate without spending a penny? The truth is, it doesn't. And now, Starbucks has realised that.

Learning From The Greats

What Starbucks is doing now—simplifying its menu, speeding up service, and nudging out non-paying customers—isn't new. In fact, McDonald's figured this out 77 years ago.

If you've seen The Founder (the 2016 film about the rise of McDonald's; read my review here), you'll know the moment I'm talking about. The McDonald brothers shut down their successful BBQ restaurant for three months to strip the menu back and become the best in the world at just a few things: hamburgers, fries, and milkshakes. They understood that focus drives success.

Starbucks is now making a similar move, cutting its menu by 30% to simplify operations and reduce wait times. CEO Brian Niccol has also returned to classic coffeehouse vibes—think baristas writing names on cups, refills for in-store customers, and an end to Starbucks doubling as a public toilet.

The Big Takeaway: Get Back to Basics

Innovative businesses don't expand recklessly when economic conditions tighten—they refine. They focus on what they do best. They strip away distractions. They double down on their core offering.

No matter what industry you're in, you should always be asking yourself:

• Are we giving customers what they really want, or just adding complexity for the sake of it?
• Are we making decisions for short-term hype or long-term success?
• Are we running our business as efficiently as possible?

The best businesses—coffee shops or global e-commerce giants—don't get lost in unnecessary complexity. They focus on what matters most and execute it flawlessly.

Starbucks is finally waking up to that reality. The question is: will it be enough to fix the mess they've made?