New CEO Brian Niccol has pledged to simplify the Starbucks menu.
The decision to remove the Oleato drinks from domestic menus predates newly installed CEO Brian Niccol , who arrived at Starbucks in early September, a company spokesperson said. However, it aligns with Niccol's strategy to simplify menus as part of a broader turnaround scheme to go "back to Starbucks," the spokesperson said.Starbucks is set to report its fiscal-fourth quarter earnings after the bell on Wednesday.
The lineup of Oleato drinks infused Partanna olive oil into Starbucks' Caffe Latte, Iced Shaken Espresso and cold foam. Baristas steamed the olive oil with oat milk for the latte, shook it in the iced espresso drink and infused it in vanilla sweet cream foam to top cold brews. Schultz imagined the Oleato line after a trip to Italy, where he saw Sicilians drinking olive oil as a daily ritual. He, too, began drinking olive oil alongside his daily coffee and decided that Starbucks should try to mix the two together. Ahead of the reveal, he teased the idea as "alchemy" and a "game-changer."in Italy, then brought it to stores in Southern California in spring of 2023. A nationwide launch followed in January.
But it doesn't seem like customers agreed with Schultz's high opinion of the drinks. Early reviews in the U.S. press were largely negative, and someCafes in China, Italy and Japan will continue to serve the Oleato drinks.
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