Starbucks Adds Olive Oil to Coffee: Will it be a Recipe for Success in Italy?

Abstract

Starbucks, the world’s largest coffee chain, is attempting to cater to the palate of its Italian consumers by launching Oleato, a range of olive oil-infused coffee drinks. The U.S. chain is hoping that the unusual blend will help it gain an edge over local cafes and elevate its presence in a country with a rigid coffee culture. The case study examines the challenges that Starbucks could face in rolling out the product and evaluates the strategies it has adopted to offset them.

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