The lineup of “ Oleato ” drinks will be eliminated from Starbucks’ menus in the U.S. and Canada beginning in early November, part of the chain’s broader plans to simplify a menu that newly installed CEO Brian Niccol recently called “overly complex ,” according to a source familiar with the company’s plans.
However, the decision to nix the drinks was made before Niccol arrived, the source added. The reversal comes after a bombastic launch for the drinks. “It is one of the biggest launches we’ve had in decades,” Brady Brewer, Starbucks’ former chief marketing officer, told CNN in February 2023.
“Rather than a flavor or a product, it’s really a platform.” Oleato was the brainchild of former CEO Howard Schultz , who got the idea after meeting with an olive oil producer who introduced him to the practice of consuming a tablespoon of olive oil each day. Schultz picked up the habit himself and wondered if he could combine it with his daily coffee routine.
He then asked Starbucks’ beverage team to see if they could pull it off. What resulted was a beverage lineup that was met with largely negative responses from media and consumers. A pair of reviewers posted a video titled “ We Tried Starbucks Olive Oil Coffee Drinks and Seriously Regret It .
” Others had mixed feelings , but concluded that the drinks seem more like a stunt — something worth trying but not necessarily worth coming back for. Meanwhile, some people even complained that the drinks tri.
