Starbucks is rolling out new initiatives to attract customers, including a value menu aimed at providing more affordable options. Despite a 3% global sales decline and a 2% drop in North America, Starbucks is taking significant steps to address consumer fatigue with high prices.

Starbucks has shifted from a predominantly sit-down coffee shop to a drive-thru and mobile takeout chain, adapting to changes in consumer behavior.

The new “Pairings Menu,” offering a drink and a breakfast item for $5 or $6, has shown promising results. The menu has boosted multi-item orders, indicating that customers appreciate the new value options. Additionally, the Siren System, designed to expedite the preparation of cold drinks, features faster blenders and new dispensers for ingredients like milk and ice.

Starbucks CEO Laxman Narasimhan expressed optimism about the company’s direction. “Our plans are beginning to work,” he said. “We are recovering our brand and rebuilding the operational foundation of our stores and supply chain.”

While Starbucks faces competition from rival drive-thru coffee chains and a growing number of consumers making coffee at home, the company’s innovative strategies aim to enhance customer experience and value. Shares of Starbucks have dropped 19% this year, but rose more than 2% in after-hours trading following the announcement of these initiatives.

Starbucks’ commitment to adapting its business model and offering value to customers demonstrates its dedication to maintaining its position in the market and meeting the evolving needs of its patrons.