The great Starbucks vibe switch appears to be in full swing as the coffee chain plans to eliminate a “significant number” of drinks and food items from their menu. Citing an “overly complex” menu, CEO Brian Niccol called for a “roughly 30% reduction” to Starbucks’ offerings on a January 29 earnings call.

Sales dropped 4% in the U.S. and worldwide in the latest quarter, compared to the previous year, marking the fourth quarter of declines in a row. Niccol, who was nabbed from Chipotle, is reportedly being paid $10 million in bonuses for just six months at the company.