Customers Chide Starbucks Into Returning Lemon Cake

After consumers complained about changes to its menus, Starbucks has revamped it to bring back a few favorites.

April 03, 2014

SEATTLE – Sometimes, complaining can bring about good things, as Starbucks customers found out after gripping about menu changes, Bloomberg reports. When the coffeehouse chain purchased La Boulange bakery two years ago, the company began adding gourmet pastries to its lineup, but not all customers enjoyed the fancier eats. In fact, many started lobbying for the return of old favorites like lemon cake slices.

“We’ve got a few products that we are going to bring back from the old menu,” said Troy Alstead, COO. “Some customers missed a few things.”

This week, banana, pumpkin and iced-lemon loaf cake slices are back on the menu at U.S. locations, but the pastries will not be exactly like the old ones, as new recipes from La Boulange will be used. Part of the challenge for Starbucks has been to develop a menu that will drive growth in this country, with its flood of coffee shops. 

Meanwhile, fast-food chains with robust coffee programs like McDonald’s are putting additional pressure on Starbucks. Taco Bell and Burger King have revamped breakfast menus, making the right menu even more vital for the morning daypart.

Alstead said despite some negative comments about missing favorites, customers have been largely pleased with the new bakery items. The redone menu restoring the banana, pumpkin and lemon cake slices will be slowly rolled out market by market. At stores owned by Starbucks, food brought in 20% of sales during the last fiscal year, up a percentage point from the previous two fiscal years.

Food is part of an overall strategy to go beyond coffee into tea and even alcohol, which the company will add to many of its U.S. locations in the coming years. Starbucks also has its eyes on a Chinese expansion after its success in South Korea.

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