Starbucks cutting olive oil beverages ahead of holiday menu rollout

• New Starbucks CEO Brian Niccol outlined a plan in September to bring the company back to its roots, acknowledging that the chain has lost its way.

Driving the news: Starbucks confirmed to Axios Tuesday that it will no longer offer Oleato beverages starting in early November.

• The decision was made prior to Niccol becoming CEO but aligns with his strategy to simplify the menu, a company spokesperson said.
• Bloomberg reported Tuesday that Starbucks holiday drinks will debut Nov. 7.

Flashback: Starbucks first launched the olive oil drinks in February 2023 in Italy and slowly rolled them out in the U.S. They have been available in all U.S. stores since late January 2024.

• The drinks were met with mixed and strong reactions.

The intrigue: Starbucks founder Howard Schultz has said he came up with the concept after a trip to Sicily, where he saw olive farmers swallow a tablespoon of olive oil before their morning coffee.

• Oleato debuted when Schultz was interim CEO and he called it a game-changer and "an enduring transformative new category and platform for the company, unlike anything I have ever experienced."

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