On Tuesday, March 4th, Starbucks Coffeehouse retired 13 of its menu’s “least popular” drinks, according to CEO Brian Niccol. The change comes as a shock to many Glen Rock customers since it wasn’t formally announced.
“What the eff,” exclaimed Jacques Calves, junior student at Glen Rock High School. He claims to be a bi-weekly Starbucks goer and was still unaware of the changes. Others say they learned about the news from Tiktok.
The drinks were discontinued if they fit into one of three criteria: they weren’t commonly purchased, they were complex to make, or they were similar to other beverages on the menu. This change comes amidst many others at Starbucks as part of Niccols’ “back to Starbucks” plan he introduced when he became CEO in September 2024. The plan includes corporate layoffs, omitting the “open door” policy, and of course the reduction of the drink menu.
Reactions to these updates haven’t been positive, “I think it’s really stupid,” said Shoshana Lipson who has lived in Glen Rock her entire life. “Here [in town] Starbucks is a right of passage. Your parents let you go to Starbucks by yourself for the first time and when you drink Starbucks you’re [considered] cool.”
Lipson continued on to speak about the lack of non-caffeinated drinks and pointed out how many adolescents don’t order coffee off of the menu. By negating the drinks, Starbucks is cutting out an entire age group, one that contributes heavily to its business.
This argument is in reaction to all but 2 of the drinks that were discontinued being Frappuccinos. Although Starbucks claims that the drinks on the list were less popular, people’s reactions prove the opposite.
“Double Chocolatey Chip was my childhood favorite,” said freshman Maddie Blount. “You broke my heart.” While there has been no confirmation of a shift, many people are inferring that Starbucks wants to focus on an older demographic.
While Starbucks is popular almost everywhere in the country, in Glen Rock it’s especially loved. Located right in the center of downtown, it’s an establishment used for gathering and enjoying a quick meal. For the spring, the company plans to bring back their lavender drinks and introduce the new Iced Cherry Chai and Jalapeno Chicken Pocket.
