Starbucks to Cease Sales of Olive Oil Coffees in US and Canada Amid Menu Overhaul

Starbucks is set to remove its extensively promoted line of olive oil-infused coffees from its offerings in the United States and Canada starting early November. This announcement comes less than a week after the new chief executive, Brian Niccol, committed to revamping the coffeehouse giant’s menu in an effort to regain customers. The company has experienced a decline in sales as consumers grapple with tightened budgets due to the increasing cost of living. Starbucks has indicated that the Oleato range of beverages will continue to be sold in certain locations in Italy, Japan, and China. A Starbucks spokesperson informed the BBC, “While this decision was made prior to Brian Niccol taking the role of CEO, the decision to remove the beverages aligns with his strategy to simplify our menu.” Mr. Niccol, who previously led the Mexican food chain Chipotle, was brought into Starbucks to help improve the business’s performance. Last week, he pledged to simplify what he described as an “overly complex menu.” Mr. Niccol’s remarks coincided with Starbucks’ disclosure that its global sales had fallen by 7% between July and September compared to the previous year. Starbucks introduced the Oleato drinks across North America less than a year ago, following their initial launch in Italy. This rollout was part of an initiative to revitalize the chain’s financial prospects. The collection includes an iced shaken espresso and a latte, both featuring olive oil and oat milk. These products were conceived by Starbucks founder Howard Schultz, who stated he was inspired by a visit to the olive groves of Sicily. Mr. Schultz developed the concept “after being introduced to the Mediterranean custom of taking a spoonful of olive oil each day,” as stated in a Starbucks press release from 2023. However, the drinks received varied feedback from customers, with some reporting stomach aches or bowel problems. Copyright 2024 BBC. All rights reserved. The BBC bears no responsibility for the content found on external sites. Details concerning their approach to external linking are available.