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?