Question · Q1 2026
Gregory Francfort asked about the current state of Starbucks' menu compared to when Brian Niccol joined, specifically regarding SKU reduction and identified opportunities for new platforms to add excitement and marketing to customers.
Answer
Brian Niccol, Chairman and CEO, confirmed a 25-30% reduction in menu SKUs since he joined. He outlined new platform areas, including health and wellness (starting with protein), an afternoon platform for both beverages (personalized/sparkling/blended energy) and food (snackable, protein, fiber), and an artisanal bakery case. Niccol emphasized leveraging existing strengths like the Refreshers platform for future innovations.
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