'Brewing' Storm - Starbucks New Olive Oil-Infused Coffee In Italy
Starbucks' new olive oil-infused coffee in Italy. Starbucks, the world's largest coffee chain, has announced the launch of a new line of olive oil-infused drinks in Italy. This announcement comes despite the obstacles that Starbucks has faced in trying to expand into the Italian food and drinks market. Italy's coffee scene is famous for its independent and often family-run cafes, making it difficult for major US businesses like Starbucks to penetrate the market.
However, Starbucks CEO Howard Schultz seems undeterred by these challenges, citing the "unexpected, velvety, buttery flavor" of olive oil that "enhanced the coffee and lingers beautifully on the palate." Schultz believes that the proof is in the cup and that these new drinks will be well-received by customers.
The Oleato range, set to launch on Wednesday in Italy, includes an iced shaken espresso and a latte with olive oil "steamed with oat milk." There will also be a cold brew coffee infused with Partanna extra virgin oil and vanilla sweet cream foam. Schultz's enthusiasm for the new line of drinks is evident when he says, "In over 40 years, I can't remember a moment in time where I've been more excited, more enthused."
Discover The Health Benefits Of Olive Oil In Starbucks' New Coffee Drinks
Olive oil is a key ingredient in the Mediterranean diet, which is associated with countries including Italy, Greece, and Spain. It is known for its health benefits, which can partly be attributed to its monounsaturated fatty acids and polyphenols. The trend of "drinking olive oil" gained traction on the social media platform TikTok last year, with supporters citing its anti-inflammatory properties.
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Starbucks plans to bring the olive oil-infused drinks to Southern California stores this spring, with the UK, Middle East, and Japan set to follow later this year. The launch of these new drinks is part of Starbucks' ongoing efforts to innovate and stay ahead of the competition.
Despite some Italians calling for a boycott of Starbucks when it first announced plans to open its first store in the country in 2018, Schultz remains committed to bringing the brand to Italy. He stated at the time that Starbucks was "not coming to teach Italians how to make coffee," but rather to show what the company has learned with "humility and respect."
In contrast, news that Domino's Pizza was leaving Italy was celebrated by some social media users last year. The fast food giant struggled to win over customers in the birthplace of pizza since launching there in 2015, facing increasingly stiff competition during the pandemic as local restaurants signed up to food delivery platforms like Deliveroo and Just Eat.
Conclusion
It remains to be seen whether Starbucks' new line of olive oil-infused drinks will be a success in Italy and other markets around the world. However, Schultz's enthusiasm and the health benefits associated with olive oil may give the company an edge over its competitors. Only time will tell if customers will embrace these new drinks, but for now, Starbucks is betting on the allure of the Mediterranean diet to win over coffee drinkers.
