Starbucks has decided to discontinue its olive oil-infused coffee drinks, known as the Oleato line, starting November 7, 2023. This move comes as part of a broader strategy to simplify the menu. The decision was made prior to the new CEO, Brian Niccol, taking over. The Oleato drinks were first introduced in March 2023 after a successful debut in Italy. They gained national availability in January 2024 but faced mixed reactions from customers.
• The Oleato line included drinks like the Golden Foam Iced Shaken Espresso and the Caffé Latte with Oat Milk.
• The company will also remove the toffee nut syrup from its offerings.
• The introduction of these drinks was inspired by former CEO Howard Schultz’s experience in Sicily.
• The drinks sparked controversy, with some customers reporting stomach issues after consumption.
This decision reflects Starbucks' aim to streamline its offerings amidst declining sales. The company is also reducing discounts and promotions to position itself as a premium brand. Simplifying the menu may help Starbucks regain customer trust and improve sales moving forward.
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