Starbucks limiting its mobile ordering menu. Here’s what that means for you

The Starbucks menu on its mobile ordering system is being changed to streamline service and reduce the strain on its baristas.

The Seattle coffee giant confirmed to the “Today Show” that it has lowered the maximum number of items customers can order online, reducing the limit from 15 to 12. Additionally, as first reported by Bloomberg, Starbucks has removed the ability for app and website users to request a splash of milk or lemonade in a classic Refresher, as well as the option to order a caffè americano without water.

The company says these modifications were eliminated because they already exist within standard menu items, making the extra customization unnecessary.

According to Starbucks, these changes are designed to improve customer experience, reduce wait times, and simplify the ordering process for its workers.

A push to simplify operations one Starbucks menu item at a time

The latest updates are part of Starbucks’ broader effort to refine its mobile ordering system and improve efficiency in its cafes.

In October 2023, Starbucks CEO Brian Niccol announced his plan to refocus the company on its “community coffeehouse roots.” In a video message titled The Path Forward, Niccol emphasized the need to deliver a more consistent customer experience, particularly during peak morning hours.

“We need to offer a great experience to our customers every single time, especially during the morning peak,” Niccol said.

He outlined plans to “reorient” operations so baristas can efficiently prepare and deliver drinks without being overwhelmed by mobile orders.

“This is the moment of truth,” he continued. “To succeed, we need to address staffing in our stores, remove bottlenecks and simplify things for our baristas. We need to refine mobile order and pay so it doesn’t overwhelm the café experience. We know how to make these improvements, and when we do, we know customers will visit more often.”

Since that announcement, Starbucks has made several operational adjustments, including extending free refills to all in-store customers, reinstating condiment bars, and reversing its open-door policy.

Starbucks mobile changes have skeptics

Not everyone thinks the Starbucks menu changes on mobile will mean much. Some baristas believe the new item limit won’t significantly impact mobile order volume.

“This literally doesn’t even matter since there’s no cool down on the mobile app,” one barista wrote. “The other day a lady ordered 12 drinks, and then 12 food items, and then another couple food and drink items. This changes nothing.”

Despite skepticism from some workers, Starbucks is moving forward with these operational changes.

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