With the introduction of its olive oil-infused coffee beverages in 2023, Starbucks garnered a lot of attention and elicited a range of responses from customers. Following a period of less than a year during which they were sold throughout the country, the controversial drinks are likely to be discontinued.
The coffee giant is reportedly going to stop selling its Oleato products beginning on November 7th, which is also the day that the business is going to launch their Christmas beverages, as stated in a document that was viewed by Bloomberg News. However, Starbucks has not yet made an official announcement on the debut date of their holiday menu.
This decision to discontinue the olive oil beverages is part of the bigger approach that the coffee giant is doing to simplify its menu. In a statement made last week, Starbucks CEO Brian Niccol, who took over on September 9th, said that the company would reduce its “overly complex menu.” It was said in the document that the decision to discontinue the Oleato line was taken prior to Niccol holding the position of CEO.
A little over a month after the Oleato beverages were first debuted in Italy, Starbucks began selling them in select locations throughout the United States in March of 2023. In January of 2024, the Oleato line was commercially accessible throughout the country.
Current alternatives for coffee that include olive oil include the Oleato Golden Foam Iced Shaken Espresso with Toffeenut or the Oleato Caffé Latte with Oat Milk. Both of these beverages are available at Starbucks. In addition to the beverages made with olive oil, the letter states that Starbucks will also discontinue the use of toffee nut syrup.
After spending some time in Sicily, former Starbucks CEO Howard Schultz came up with the concept of introducing olive oil coffee to the beverage chain. It was during his stay there that he chose to include the Mediterranean tradition of consuming a spoonful of olive oil on a daily basis into his routine. He also made the decision to use Partanna extra virgin olive oil into his morning coffee. The “delicious and unexpected alchemy of coffee from Starbucks beverages infused with Partanna extra virgin olive oil” was something that Shultz found when he tried this, and he wanted to introduce this invention to the coffee business.
On the other hand, the beverages that included olive oil turned out to be problematic. In spite of the fact that some consumers were not convinced by the idea, others reported experiencing stomach problems after consuming the drinks.
A reduced menu is not the only improvement that customers who frequent Starbucks may anticipate seeing in their shops. At the beginning of this month, Starbucks announced that it would be reducing the number of discounts and promotions it offers. According to The Wall Street Journal, this move is a component of Niccol’s overall strategy to rebrand the chain as a premium coffee brand over the next several years. This year was a difficult one for Starbucks, as the coffee giant faced a number of quarters in which its revenues were on the decline.
Going future, Starbucks does not intend to implement widespread discounts over the Christmas season. Instead, the company will rely on advertising to make its seasonal beverages more visible to customers.