STARBUCKS is scrapping a line of drinks that were only introduced last year in a menu change-up.
The move comes as part of newly-appointed CEO Brian Niccol’s efforts to streamline and simplify service at the coffeehouse giant.
Customers will have to say “goodbye” to the Oleato olive oil-based drinks and toffee nut syrup brought to the menu by ex-CEO Howard Schultz, per a memo obtained by Bloomberg on Tuesday.
Removal of the lineup will start on November 7 as holiday drinks and other special offerings, like those inspired by the upcoming Wicked movie, take over the menu.
The offerings were first unveiled by Starbucks at the beginning of 2023 and only recently arrived at all of the chain’s over 16,000 US stores in January 2024.
They included the Oleato Caffe Latte, Iced Shaken Espresso, and Golden Foam Cold Brew, among other options at Starbucks Reserve Roasteries internationally.
STORIED TRADITION
Schultz was a massive advocate of Starbucks’ olive oil drinks, noting ties to coffee traditions in Italy.
“In 1983, I took my first trip to Italy and discovered the extraordinary relationship that the Italian people have with the Italian coffee bar, specifically espresso,” the ex-CEO noted in a press release.
“I raced back to the United States with a vision and a passion to bring that to Starbucks.”
After an over 40-year journey, Starbucks initially launched the Oleato lineup in Italy in February of last year before spreading out to Japan, the United Kingdom, the Middle East, and the United States.
While Schultz praised the Oleato line as a “transformative” way to enjoy coffee, there have been mixed responses from customers at Starbucks locations nationwide in the past few months.
FEELING UNSURE
Some were extremely supportive, calling the drinks “delish,” per a post on X earlier this summer.
Others echoed a similar sentiment, calling the drinks “outstanding” and that they lived up “to the hype of their marketing push.”
Still, a growing number of customers were not thrilled, and a few even began to make claims that the drink sent them to the bathroom more than anything.
“Starbucks’s Oleato, a coffee infused with extra virgin olive oil, is dumb,” someone fumed in an X post last summer.
“It tastes like a**; it’s not healthy for you, it’s going to make you have more intense sh**s…”
Starbucks/Wicked Collaboration
Starbucks is releasing two new drinks and several tumblers, bottles, and coffee mugs inspired by Wicked ahead of its November 22 theatrical release. Below is a list of items customers can find for a limited time at their local Starbucks locations.
- October 22, 2024 (Drinks and Cards)
- Glinda’s Pink Potion
- Elphaba’s Cold Brew
- Wicked-Themed Cards & Gift Cards
- November 7, 2024 (Drinkware)
- Glinda’s Collection
- Prism Cold Cup with Wand Straw Topper & Keychain
- Pink Glitter Gold Cup
- Pearl Tumbler with “G” Charm
- Elphaba’s Collection
- Pleated Glow-in-the-Dark Cold Cup With Broom Straw Topper
- Defy Gravity Glow-in-the-Dark Cold Cup
- Glow-in-the-Dark Tumbler with Grimmerie Charm
- Emerald City Collection
- Gemstone Cold Cup with Emerald City Straw Topper & Keychain
- Metallic Green Cold Cup
- Gold Crackle Cold Cup with Oz Charm
- More Magical Finds
- Pink & Green Swirl Cold Cup
- Checkered Cold Cup
- Wicked Tumbler
- Wicked Discovery Series
- Universal Theme Parks Exclusive
- Glinda’s Collection
Check out Starbucks Stories for more information.
“This is just a gourmet laxative,” another customer noted of the Oleato drink line.
In Starbucks’ defense, olive oil is considered a natural laxative, per Bladder & Bowl Community.
Medical professionals even suggest a teaspoon of olive oil on an empty stomach in the morning for some to assist with stool breakdown and passage through the gut.
Either way, baristas at Starbucks locations nationwide began to notice a decline in the popularity of the Oleato drinks, according to Bloomberg.
This and other factors, including an “overly complex” menu as described by Niccol after he was positioned at the helm on September 9, likely contributed to the recent decision.
Even so, it’s unclear if the choice to eliminate the Oleato drinks came directly from Niccol, who made customers furious earlier this month after a decision to slash some deals and promotions.
