Starbucks Drops Olive Oil-Infused Coffee Line
Starbucks will discontinue its Oleato range of olive oil-infused coffees in the U.S. and Canada starting in early November, as the coffee chain’s new leadership moves to simplify its offerings. The decision follows the appointment of new CEO Brian Niccol, who has promised to streamline the menu to attract customers amid a challenging economic climate.
Although the Oleato range will be phased out in North America, Starbucks will continue to offer the drinks in select locations across Italy, Japan, and China. A company spokesperson stated that the decision was made before Niccol took the CEO role, yet aligns with his goal to “simplify our menu” as part of broader efforts to boost the brand’s appeal.
Niccol, who previously led Chipotle, aims to reverse a recent 7% global sales decline reported for July to September 2024, compared to the previous year. Last week, he emphasized the need to reduce menu complexity, noting that streamlining would make the brand more accessible to a broad range of customers.
The Oleato line, launched less than a year ago after an initial debut in Italy, was inspired by Starbucks founder Howard Schultz’s experience in Sicilian olive groves, where he observed the Mediterranean tradition of consuming olive oil daily. The drinks included variations like iced shaken espresso and a latte with olive oil and oat milk, but feedback from customers was mixed, with some reporting digestive issues.
The olive oil-infused beverages were introduced as part of Schultz’s attempt to reenergize the brand’s image, but as Starbucks refocuses on its core offerings, Niccol’s leadership marks a strategic pivot toward a simpler, more focused menu.
