The recent boss of Starbucks has promised to simplify its “overly complicated menu” as the coffee chain attempts to triumph back customers and boost falling sales.

Brian Niccol said the corporation needed to “fundamentally transformation” and said it would review its pricing.

Figures revealed that Starbucks’ customers have cut back on spending as the rising expense of living squeezed budgets, particularly in China.

But Mr Niccol also admitted that there were issues in its stores such as not enough staff and customer bottlenecks.

The corporation said global sales tumbled by 7% between July and September. The downturn was more dramatic in China, where sales fell 14% for the same period, as the economy there falters.

“Despite our heightened investments, we were unable to transformation the trajectory of our traffic decline,” said Rachel Ruggeri, Starbucks’ chief financial officer.

To enhance its slowing sales, Mr Nichol pledged to “get back to Starbucks”.

“We will simplify our overly complicated menu, fix our pricing architecture, and ensure that every customer feels Starbucks is worth it every single period they visit,” he said.

He added: “We require to refine mobile order and pay so it doesn’t overwhelm the café encounter.”

Randeep Somel, financing apportionment manager at financial services firm L&G, said a cheaper and less complicated menu could assist speed up service.

“At peak times, the queues are just too large so if you simplify the menu it might assist customer throughput,” he told BBC Radio 4’s Today Programme.

Mr Niccol, who previously headed the Mexican food chain Chipotle, was brought into Starbucks to assist turn the business around.

But he faced criticism over his schedule to commute almost 1,000 miles (1,600km) from his household home in Newport Beach, California, to the firm’s headquarters in Seattle on a corporate jet.

Critics saw it as in contradiction with the corporation’s community stance on green issues.

Starbucks is due to release its packed results next week. It shares dropped 4% on Tuesday as it suspended its financial forecasts for the next year due to “current state of the business”.