Starbucks has announced that it will permanently remove the Oleato olive oil coffee line from its core North American menu starting November 7, less than a year after the product first debuted. The decision is seen as one of the moves by new CEO Brian Niccol to simplify the menu and return to the company's coffeehouse roots. Oleato was conceived by Starbucks founder Howard Schultz, inspired by Sicilian culinary traditions. It first launched in Milan, Italy, in 2023 and was gradually rolled out to multiple global markets, entering mainland China in March 2024. However, the line drew widespread criticism for causing gastrointestinal discomfort after consumption. Starbucks China responded that this adjustment only involves the North American market and has no impact on the Chinese market for now. [more…]

The coffee industry never stops innovating, yet products that truly break the mold are few and far between. Starbucks recently announced the launch of its Oleato line in Italy, blending Partanna extra virgin olive oil with coffee—a bold move inspired by Howard Schultz's travels in Italy. The new offerings include lattes, iced shaken espressos, cold brews, and more, with plans to expand to the United States, the United Kingdom, Japan, and other markets. Adding olive oil to coffee not only upends traditional flavor profiles but also draws attention for the potential cardiovascular benefits of consuming extra virgin olive oil directly. This article explores the story and market logic behind this innovation. [more…]

Starbucks recently announced that it will launch the Olive Oil series in selected stores nationwide, including two olive oil coffee beverages. This series is actually Oleato, which was introduced to China a year late—a "groundbreaking" creation once strongly promoted by former Starbucks CEO Howard Schultz. From Dongpo pork latte to olive oil coffee, Starbucks has launched frequent new products this year but has also sparked continuous controversy. Some people have placed olive oil coffee on the "dark coffee" list, while others have been conquered by its peculiar taste, and even more consumers have become fans due to its laxative effect. This discussion about coffee innovation reflects the various dilemmas Starbucks faces in product development and localization strategies. [more…]

Starbucks plans to introduce Oleato olive oil coffee to the Chinese market. This innovative beverage, strongly promoted by former CEO Howard Schultz, has successively landed in the United States and Japan since its debut in Italy in February this year. However, consumer feedback has not been optimistic, with complaints frequently arising over the greasy mouthfeel caused by olive oil congealing when cold and diarrhea after drinking. Nutritionists point out that the double stimulation of caffeine and olive oil can easily trigger gastrointestinal discomfort. Despite the ongoing controversy, Starbucks remains committed to global promotion. This article will sort out the background of Oleato's birth, its market performance, and its prospects for entering China. [more…]

Starbucks hosted a high-profile exclusive dinner at its Shanghai Roastery, with founder Schultz personally taking the stage to promote the Oleato olive oil coffee series. However, this lavish promotional push failed to generate the expected splash among consumers. Meanwhile, Luckin's newly launched Huangshan Maofeng Latte also suffered a reputational flop. Behind the密集 new product launches from chain coffee brands, is it a lack of innovation or consumer fatigue? This article will take an in-depth look at the recent market performance of new coffee products and explore how brands can find the right R&D direction amid fierce competition. [more…]

Starbucks' Oleato olive oil coffee line, which sparked controversy after its debut in Italy, has now officially landed in the U.S. market. The product aims to attract health-conscious consumers by adding olive oil, but it has drawn complaints in both Italy and the U.S. about its greasy mouthfeel and clumps of congealed oil. American netizens have even jokingly dubbed it "lard coffee." Although Starbucks plans to roll it out to the UK, Japan, and the Middle East, market acceptance remains to be seen. This article takes a detailed look at the background behind the launch of this product line, consumer feedback, and its future prospects. [more…]

Starbucks launched its Oleato olive oil coffee line on February 22, combining extra virgin olive oil with coffee, inspired by CEO Howard Schultz's travels in Sicily. The new products debuted in Italy and include an olive oil latte, an iced shaken espresso, and a foamy cold brew, priced from $4.8 to $6.9. Yet just three days after launch, Italian consumers complained that the drinks were too greasy and that the oil and coffee were hard to blend in the cold beverages. The deputy manager of the Starbucks Milan Roastery explained that the move was intended to fuse Italy's tradition of drinking oil before a meal with coffee after a meal, creating a multisensory experience. This article walks you through the product details and the market reaction. [more…]

Starbucks is about to open a store in Piazza Montecitorio in the heart of Rome, marking the brand's first foray into the core area of Italy's capital after Milan. Since entering the Italian market in 2018, Starbucks has been gradually penetrating major cities, aided by the high-profile debut of its Milan Roastery. However, in Italy—a traditional coffee powerhouse where annual per capita consumption of coffee beans is 5.8 kilograms and the average price of an espresso is just 1 euro—Starbucks's high pricing stands in sharp contrast to local consumption habits, drawing questions from consumer associations and politicians. This article reviews the history of Starbucks's store openings in Rome and its market strategy, and explores the opportunities and challenges it faces in Italy's saturated coffee market. [more…]

It has been over a week since Starbucks' olive oil coffee hit the market, and consumer reviews are sharply divided. Some people love the aroma and smooth mouthfeel of the olive oil, while others find it nothing special. Recently, however, customers have noticed that when this drink sits for a while, it shows an obvious separation phenomenon—a thick layer of oil floats to the surface, and even stirring fails to disperse it, giving it an appearance that brings to mind various kinds of soup. Is this a mistake in the preparation process, or is it simply the natural rising of oil after standing? Netizens are each offering their own take, and the discussion is lively. [more…]