## Starbucks is Getting Rid of the Olive Oil Coffee That Howard Schultz Pushed
Starbucks is phasing out its controversial olive oil coffee, a product championed by former CEO Howard Schultz during his brief return to the company last year. This move marks a significant departure from Schultz’s vision for the brand, signaling a potential shift in direction for Starbucks under its new CEO, Laxman Narasimhan.
The “Oleato” line, launched in February 2023, featured drinks combining Starbucks’ signature espresso with a shot of “part-skim milk infused with extra virgin olive oil.” While some customers embraced the unique flavor combination, the product faced considerable skepticism and criticism, ultimately failing to capture a wide audience.
Schultz, a staunch advocate for Oleato, positioned the drink as a revolutionary innovation for the coffee industry. He believed that olive oil offered a “smoothness” and “richness” that complemented coffee in a way previously unseen. His passionate belief in the product’s potential spurred aggressive marketing and widespread promotion, including a “global” rollout in several key markets.
However, the reception to Oleato was met with mixed results. While some customers praised the “creamy” texture and the “unique” flavor profile, many found the taste too “oily” or “unappealing.” Social media buzz surrounding the product was mostly negative, with numerous customers expressing confusion and disappointment with the “unconventional” taste.
The lukewarm response from consumers seems to have led Starbucks to reassess the future of the Oleato line. In a recent announcement, the company confirmed its plans to scale back the product’s presence. While Oleato won’t entirely disappear, it will no longer be a prominent feature on the Starbucks menu. This decision signals a shift away from Schultz’s vision for the brand, moving toward a more traditional approach to coffee.
The removal of Oleato signifies several potential changes for Starbucks moving forward:
– **Focus on core products:** The company may prioritize its classic coffee offerings and expand its core menu to cater to wider customer preferences.
– **Innovation with a cautious approach:** Starbucks might introduce new products with more careful consideration of market trends and consumer preferences.
– **Steering away from novelty:** The brand may prioritize familiar flavors and comfortable customer experiences instead of introducing novel, potentially polarizing concepts.
The removal of Oleato reflects a significant departure from Schultz’s vision for Starbucks. While his innovation brought in some new fans, it ultimately failed to resonate with a majority of the customer base. This shift signifies a possible return to a more traditional and familiar approach for the coffee giant, a change that may bring comfort to loyal customers while signaling a more pragmatic direction for the brand’s future.
