Starbucks this month discontinued the Royal English Breakfast Latte, its White Hot Chocolate and nine Frappuccinos.⁠ ⁠ Chief Executive Brian Niccol’s goal is to free up baristas to focus on the bestselling items and drop rarely requested ones. Starbucks intends to cut 30% of food and drink options from its U.S. menus by the fall.⁠ ⁠ In the six months since Niccol took the helm of Starbucks, he has slimmed down menus, reduced discounts and restricted bathrooms to paying customers. At the coffee chain’s Seattle headquarters, he has revamped the marketing strategy and launched one of the biggest reorganizations in the company’s history.⁠ ⁠ Niccol, who previously helped turn around Chipotle Mexican Grill, says a shake-up is needed—fast. Starbucks’s same-store sales have fallen for four straight quarters. Investors back him, though the rapid changes have spooked some employees.⁠ ⁠ One fan: former longtime Starbucks leader Howard Schultz. “He has my respect and complete support,” Schultz told The Wall Street Journal.⁠ ⁠ Niccol addressed investors Wednesday during his first shareholder meeting as CEO, saying that Starbucks had more work to do but that customers and employees are already responding. “There will be ups and downs but we are focused on our back-to-Starbucks plan,” he said.⁠ ⁠ At the link in our bio, read more about how some of his big moves stack up.⁠ ⁠ Photo: Scott Olson/Getty Images