Less than a week has passed since Brian Niccol, the company’s new president, pledged to change the coffee shop giant’s menu in an effort to attract more consumers.
As the rising cost of living puts pressure on consumers’ wallets, the company’s revenues have been declining.
According to Starbucks, some locations in China, Japan, and Italy will continue to sell the Oleato line of drinks.
“While this decision was made prior to Brian Niccol taking the role of CEO, the decision to remove the beverages aligns with his strategy to simplify our menu,” a spokeswoman for Starbucks told the news.
In order to assist Starbucks turn things around, Mr. Niccol, the former CEO of the Mexican restaurant giant Chipotle, was brought in.
He pledged to streamline what he called a “overly complex menu” last week.
Mr. Niccol’s remarks coincided with Starbucks’ announcement that, in comparison to the same period last year, its worldwide sales had fallen by 7% between July and September.
Less than a year ago, Starbucks began selling the Oleato drinks in North America after first selling them in Italy.
An effort was made to turn the chain’s fortunes around with the launch.
The line includes a latte made with oat milk and olive oil as well as an iced shaken espresso.
