Starbucks chops off ‘tall’ from their drive-thru menu

September 9th, 2010 - 10:25 pm ICT by Aishwarya Bhatt  

New York, Sep 9 (THAINDIAN NEWS) Starbucks has removed its smaller 12-ounce drink size coffee drink (tall) from it menu.

Starbucks announced on Wednesday that they would only offer the lager 16-ounce and 20 ounce coffee drinks to its customers. Starbucks call its 16-ounce coffee drink “grande” and the 20-ounce coffee drink “venti”.

According to the coffee giant, the removal is a bid to de-cluster their menu. The company’s menu had 75 items on it, but will now feature only 25 items. The changes took place on August 31 in the United States and Canada and the company denied allegations that they are steering customers to more expensive items on the menu.

The company said they only targeted items that were most popular and those that customers order most. The company says the new menu features non-expensive items as well. According to spokeswoman Stacey Krum, “We’d heard from customers that our drive thru menus were cluttered and made it difficult to order. So we redesigned them focusing on making ordering easier by reducing the number of items and adding more product shots. Overall, we reduced the number of items on the menu by about two-thirds - typically going from 75 to 25 items.”

However Starbucks says that just because customers do not see the items on the menu doesn’t mean that they cannot order it. Starbucks say customers can still order the 12 ounce drinks and even 8 ounce drinks and encourages customers to ask even items that do not appear on the menu.

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