Starbucks drops olive oil coffees as it shakes up menu

Starbucks has announced it will discontinue its olive oil-infused coffee range, Oleato, in the U.S. and Canada starting in early November. This decision comes shortly after the appointment of new CEO Brian Niccol, who has expressed intentions to revitalize the coffee giant’s menu amid declining sales.

The move reflects the company’s ongoing struggle to attract customers as many face tightening budgets due to rising living costs. While the Oleato line will still be available in select locations in Italy, Japan, and China, the decision to remove it from North America aligns with Niccol’s strategy to simplify the menu, according to a spokesperson for Starbucks.

Niccol, who previously led the Mexican fast-food chain Chipotle, was brought on board to help reverse Starbucks’ declining fortunes. He emphasized the need to streamline what he described as an “overly complex menu” in a bid to improve customer experience. This shift in focus is particularly important as Starbucks reported a 7% drop in global sales between July and September compared to the same period last year.

The Oleato range, which debuted less than a year ago after its successful launch in Italy, aimed to refresh the brand’s offerings. The menu included drinks like an iced shaken espresso and a latte featuring a blend of olive oil and oat milk. The concept was conceived by Starbucks founder Howard Schultz, who drew inspiration from a trip to Sicily, where he learned about the Mediterranean tradition of consuming olive oil daily.

Despite the innovative idea, customer reactions were mixed. While some patrons appreciated the unique flavor, others reported adverse effects, including stomach aches and bowel issues, which led to criticism of the product.

As Starbucks seeks to rebuild its reputation and attract customers, Niccol’s leadership will likely continue to prioritize menu simplification and focus on core offerings. The recent decision to phase out the Oleato line is indicative of the broader challenges facing the company in a competitive marketplace where consumer preferences are rapidly evolving.

In the wake of these changes, Starbucks is poised to recalibrate its menu offerings, aiming to retain loyal customers while attracting new ones. The company recognizes the necessity of adapting to current consumer trends, especially during a time of economic uncertainty.

As the coffee chain navigates this transition, the emphasis will likely shift back to its classic beverages, which have long been the cornerstone of its success. With the new CEO at the helm, Starbucks aims to strike a balance between innovation and customer satisfaction, ensuring that any new additions to the menu resonate positively with patrons.

The decision to discontinue the Oleato drinks marks a pivotal moment for Starbucks as it seeks to redefine its identity and align more closely with customer expectations. As the company grapples with changing consumer behavior and rising competition, the focus will remain on delivering high-quality, recognizable products that keep customers coming back for more.

Looking ahead, Starbucks will need to remain agile in its approach to menu development, continually assessing consumer feedback and market trends. The coffee giant’s ability to adapt and innovate will be crucial in retaining its position as a leader in the industry.

In summary, Starbucks’ decision to drop its olive oil coffees is part of a broader effort to streamline its offerings and regain customer trust. With new leadership steering the company, the focus will shift toward simplifying the menu and enhancing customer experience, which will be essential for navigating the challenges ahead in a rapidly changing economic landscape. As Starbucks continues to evolve, its commitment to quality and customer satisfaction will remain paramount in shaping its future.