Amanda NorthcuttFounder & CEO | Keynote Speaker, LevelUp · B2B sales as a solo is HARD. I’ve got you. I help consultants & coaches sell high-ticket services comfortably & confidently, while enjoying consistent, predictable revenue | Founder & CEO | Speaker |

Your Offer Menu Is Probably Too Fat — Trim It Like Starbucks Did

21 Apr 2025 · 1 min

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0:47

In this short monologue, the presenter uses Starbucks as a case study to illustrate how an over‑expanded product menu can hurt a business. She describes how Starbucks added novelty drinks (e.g., a sparkly mocha frappuccino) which led to longer wait times, mobile‑order chaos, and a decline in customer satisfaction. In response, Starbucks stripped away the “fluff,” refocusing on core coffee, tea, and simple lattes to improve the customer experience. The speaker then generalizes this lesson, arguing that any business should keep its offer menu tight and avoid “fat” menus that create operational friction and dilute brand clarity.

Chapters

This is actually something you're hearing Starbucks talk about a lot right now because Starbucks lost its way and Starbucks started selling the mocha choco frappuccino, whatever, with sparkles and unicorns on it. And they started tanking. They, they were not doing well. The wait times were too high. So people weren't, you know, waiting in line. The mobile ordering was screwing everything up for the people who were there, right? So they've taken the time to come in and now you can't even get your thing. So they have stepped back. They have looked at the menu. They have like stripped all the fluff and they have gone back to being like, how about coffee and tea? How about some simple lattes? And like, let's make this a little more streamlined and actually make the customer experience a good one again. And I was thinking to myself the other day, I was like, yeah, this is kind of my philosophy is to like, you just don't want to let your menu get too fat, right? You want to keep this nice and tight.