Starbucks to Pull Olive Oil-Infused Drinks from US Menus in November
Starbucks Removes Controversial Olive Oil-Infused Drinks from US Menus
In early November, Starbucks will remove its line of olive oil-infused drinks from its US menus, as reported by Bloomberg. The decision was made before the arrival of new CEO Brian Niccol in September, but aligns with his plan to simplify the company’s menu as part of a broader turnaround strategy.
Background on the Controversial Drinks
Starbucks launched its Oleato line in Italy, with the aim of infusing its coffee drinks with Partanna olive oil. The idea was conceived by former CEO Howard Schultz, who saw Sicilians drinking olive oil as a daily ritual while on a trip to Italy. The Oleato line was launched in the US in January, featuring three drinks: Caffe Latte, Iced Shaken Espresso, and cold brew.
Mixed Reviews and Social Media Backlash
The drinks received largely negative reviews from the US press, with some social media users complaining that the mix of coffee and olive oil had a laxative effect. The backlash may have contributed to the decision to remove the drinks from the US menu.
Why the Removal
According to a company spokesperson, the decision to pull the drinks from US menus is part of a broader strategy to simplify the menu and focus on core products. The removal of the Oleato line aligns with Niccol’s plan to "go back to Starbucks" and rid the company of unnecessary complexity.
What’s Next?
Cafes in China, Italy, and Japan will continue to serve the Oleato drinks. Starbucks is set to report its fiscal fourth-quarter earnings on Wednesday, with hopes high for Niccol’s leadership to turn around the struggling company.
FAQs
Q: Why is Starbucks removing the Oleato line from its US menus?
A: The decision is part of a broader strategy to simplify the menu and focus on core products.
Q: Who came up with the idea for the Oleato line?
A: Former CEO Howard Schultz conceived the idea during a trip to Italy, where he saw Sicilians drinking olive oil daily.
Q: Are the Oleato drinks still available in other markets?
A: Yes, cafes in China, Italy, and Japan will continue to serve the Oleato drinks.
