In a move that might please some and disappoint others, Starbucks has decided to pull the plug on its olive oil-infused drinks, known as “Oleato,” from its US and Canada menus. Starting in early November, these drinks, which were introduced less than a year ago, will be a thing of the past. This decision is part of a broader strategy to streamline its menu, a move initiated before new CEO Brian Niccol took the reins.
The Oleato drinks were the brainchild of former CEO Howard Schultz, who got the idea after meeting an olive oil producer. The drinks, featuring a blend of olive oil and coffee, were met with mixed reactions from consumers and critics alike. Some raved about the unique flavor profile while others found the concept off-putting, with some even reporting digestive issues after consuming them.
This move comes at a crucial time for Starbucks. The company recently revealed weak preliminary results for the fourth quarter, causing a dip in its stock value. Adding to the pressure, Starbucks is facing increased competition, particularly from Chinese rival Luckin Coffee, which is reportedly planning a US comeback with competitively priced beverages.
Despite these challenges, analysts remain optimistic about Niccol’s leadership and his ability to steer the company back on track. His focus on simplifying the menu is seen as a positive step towards improving efficiency and potentially attracting a wider customer base.
The removal of Oleato drinks is just the latest move in a series of adjustments being made by Starbucks as it navigates the ever-evolving coffee landscape. Whether this shift will be enough to revitalize the brand and win back consumer trust remains to be seen.
