Starbucks Cuts Olive Oil Coffees Amid Sales Decline

Starbucks Cuts Olive Oil Coffees Amid Sales Decline

Starbucks is making significant changes to its menu as it faces declining sales. The company has decided to remove its olive oil-infused coffee drinks, known as the Oleato range, from US and Canadian locations starting in early November. This decision comes shortly after the appointment of new CEO Brian Niccol, who aims to simplify the menu and improve customer satisfaction. The Oleato drinks, launched less than a year ago, were inspired by founder Howard Schultz's experiences in Sicily. While the drinks were initially introduced to revitalize the brand, they received mixed reviews from customers, with some reporting digestive issues.

• The Oleato drinks will still be available in select locations in Italy, Japan, and China.

• Starbucks reported a 7% drop in global sales from July to September.

• Niccol's strategy focuses on reducing menu complexity to attract more customers.

• The drinks were part of an effort to innovate and refresh the brand's offerings.

This shift in strategy is crucial for Starbucks as it navigates a challenging economic landscape. With rising living costs affecting consumer spending, simplifying the menu could help the company regain customer loyalty and boost sales. The decision reflects a broader trend in the food and beverage industry, where brands must adapt quickly to changing consumer preferences and economic pressures.

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