United States: Starbucks has discontinued its Oleato line of olive oil coffees in the US and Canada in early November, marking a strategic shift as the coffee giant strives to streamline its menu and appeal to cost-conscious customers. The decision pursues new CEO Brian Niccol’s commitment to facilitating Starbucks’ offerings, a move he hopes will draw back consumers packed by rising living costs.
This announcement comes tumbling sales, with Starbucks noting a 7% decline in global revenue between July and September compared to last year. The Oleato range, featuring options like an iced shaken espresso and an oat milk latte infused with olive oil, was raised in North America less than a year ago.
Initially launched in Italy, the drinks were a brainchild of Starbucks founder Howard Schultz, who was encouraged by a visit to the olive groves of Sicily. He aimed to bring a touch of the Mediterranean to Starbucks’ menu, exploited by the regional custom of taking a daily spoonful of olive oil for its health benefits.
While the drinks aimed to revitalise the brand’s offerings, customer feedback was polarised. Many enjoyed the novel flavours, but some reported digestive discomfort, with complaints of stomach aches and other reactions. As such, the line struggled to gain strong traction in North America.
Though the Oleato drinks will be released from US and Canadian locations, Starbucks plans to resume offering them in select international markets, including Italy, Japan, and China. The decision to phase out the range in North America, although made before Niccol’s appointment, is aligned with his goal to facilitate Starbucks’ menu—an approach he deems necessary to tackle what he calls an “overly complex menu” that risks overwhelming customers.
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