In response to customer demands and declining sales, Starbucks CEO Brian Niccol announced the removal of the nondairy milk surcharge starting November 7. This change marks a strategic reform aimed at enhancing the customer experience by simplifying the menu and reducing prices by over 10%. The company faced backlash over past milk surcharges, prompting the decision. Alongside this change, Starbucks plans to discontinue certain food items and drinks, while also introducing a more streamlined ordering process to improve service efficiency.