Starbucks Drops "Tall" Off Drive-through Menu

by Jessie Cacciola, Posted Sep 14th 2010 @ 3:00PM

Starbucks drive-thru window Photo: guruscotty, Flickr

In case you've never encountered the convenience yourself, there's a drive-through window attached to one-third of the nation's Starbucks outposts. And the company has recently taken some heat over the newly designed menus offered at those drive-throughs. On August 31, listed items dropped from about 70 to a mere 25, and leaves out the option to buy a Tall (translation: smallest and least expensive) cup of coffee.

The Tall is still an option, just not an obvious one. Company spokeswoman Deb Trevino tells USA Today the change came in response to customers' requests to simplify the menu -- they were "frustrating" to read -- adding that Talls don't sell as well as Grandes and Ventis. She also says the company is making room for calorie postings, which will be required next year.

But industry skeptics like Robert Passikoff, the founder of Brand Keys (a research and brand consulting firm), are scratching their heads. "It's disingenuous to suggest that how they simplified the menu was to benefit the customer," he told USA Today. "I don't know why you'd suddenly drop your cheaper item off the menu."

Trevino says there hasn't been "a significant number" of complaints, but we bet customers will want to see the item with the least calories after those postings go into effect. Ironically, we've discovered there's actually a true "Small" (8-ounce) cup available, but we're not sure how anyone would know this because it's not posted on any menu, inside or out.

Maybe Starbucks needs to invest in a bigger sign. Other fast food giants certainly seem to pack a hefty selection into their massive drive-through menus.

What do you think? Should all items be presented equally?

Filed Under: Business, Fast Food, Coffee Shops
Tags: calorie posting, CaloriePosting, calories, coffee, drive-through, menu, starbucks

Chew on This

Royal Wedding Cake Details Revealed! - YumSugar

Make Your Own Pop Tarts - CHOW
Denny's Introduces a Maple Bacon Sundae - Eater
Whole Foods Opening Bars in Stores - USA Today
Rules Of Bar Etiquette -- For The Bartender - HuffPost Food

Reader comments (Page 1 of 1)

9-15-2010 @9:51AM Accidental Housewife said... My girlfriend just complained about this to me when I pointed out that we all know what we want to order anyway... They've NEVER posted their full menu on the drive through boards... And really, they're far from the first. McDonald's lists almost nothing on it's menu boards INSIDE, never mind in the drive through. Granted, as simple, "Not all items/sizes listed" might've simplified things.
Reply

Vote upVote downReport

9-23-2010 @8:19PM Amanda said... Even though the talls are the least expensive, Starbucks probably make the LEAST money off the tall coffees because the grande and venti provide a better value (a venti is the size of 2 talls but doesn't cost twice as much). So if Starbucks changed the menu in order to rip us off they would have taken off the Venti instead. Just sayin' . PS the "Small" (8oz cup) is called a short :)
Reply

Vote upVote downReport

11-03-2010 @12:22PM cathy said... Just another corporate move to screw/confuse their customers. I used to go their all the time but I recently switched to DD. Good coffee, reasonable prices and not pretentious. http://newsy1.worpress.com
Reply