Starbucks Is Limiting Mobile Orders to Reclaim the Coffeehouse’s ‘Connection’ With Customers

Mobile-ordering your favorite Starbucks drink has made the daily task quite convenient—unless you’re picking up an order for the entire office, which becomes a nuisance for baristas and customers.

Now, if you’re the designated coffee picker-upper, you’ll need a smaller order moving forward.

As part of CEO Brian Niccol’s effort to turn around the coffee giant’s lagging sales, Starbucks is lowering the number of drinks in a mobile order, from 15 to 12. Other recent changes include adding ceramic mugs for people who want to stay to drink their beverages, a revamped code of conduct, and a plan to reduce the menu by 30% in the fall, a.k.a. Pumpkin Spice Latte

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