Starbucks has announced the discontinuation of its olive oil-infused coffee line, known as the Oleato range, in the US and Canada starting in early November. This decision comes shortly after new CEO Brian Niccol signaled a desire to revamp the coffeehouse’s offerings to attract more customers amid declining sales attributed to the rising cost of living.

While the Oleato drinks will no longer be available in North America, Starbucks confirmed that they will still be offered at select locations in Italy, Japan, and China. A representative from Starbucks mentioned that although this choice was made prior to Niccol’s appointment, it aligns with his goal to streamline the menu.

Niccol, who previously led Chipotle Mexican Grill, was brought on board at Starbucks to help rejuvenate the brand. He recently expressed plans to address what he termed an “overly complex menu” following a report indicating a 7% drop in global sales for Starbucks from July to September compared to the previous year.

The Oleato drinks were launched less than a year ago after their initial debut in Italy as part of an effort to boost the company’s performance. The range included innovative beverages such as iced shaken espresso and a latte blended with olive oil and oat milk. The concept originated from Starbucks founder Howard Schultz, who drew inspiration from his experience in Sicilian olive groves and the Mediterranean tradition of consuming olive oil daily.

Despite its intriguing premise, customer feedback on the Oleato line has been mixed, with some patrons reporting discomfort such as stomach issues. In response to these challenges, Starbucks is also examining pricing strategies and staffing levels to enhance service efficiency.

Additionally, there are ongoing efforts within the company to secure approval for extended service hours, allowing beverage sales from 6 AM to 11 PM BST. As Starbucks navigates these changes, it continues its commitment to adapting its menu and operations in hopes of regaining customer loyalty.