Customers of the coffee chain Starbucks will no longer have to pay for plant-based milk. The company’s CEO decided this in an attempt to revive the chain’s popularity. American media report this.
Soy milk, oat milk, almond milk and coconut milk are popular extras with Starbucks coffee, only an extra shot of espresso is reportedly ordered more often. However, starting next week, customers in the United States will no longer have to pay for it. It is not clear whether the decision also applies to Belgian branches of the chain.
The decision was made by Brian Niccol, who took over the management of the ailing company in September. Starbucks on Wednesday reported a third straight quarter of declining sales and fewer customers. “It is clear that we need to fundamentally change our strategy to win back customers and return to growth,” Niccol said in presenting those business results.
The number of discounts will also be severely reduced as Niccol looks to reposition Starbucks as a ‘premium’ brand. Baristas who write customers’ names in marker on their drinks will also make a comeback – part of a strategy to recreate a coffeehouse atmosphere and add a “human touch”.