Marketing Currents - Business and Marketing Current Events

The Fascinating Origin Story Behind Starbucks Oleato


What will Starbucks come up with next? Nobody knows, but there’s a good chance it’ll happen sooner than later and an above-average chance of it being tasty.

Click here to read the story at

Discussion Questions:

  1. What is innovation?
  2. Can new coffee flavors be considered innovative? Why or why not?
  3. What is Starbucks Oleato?
  4. Have you seen any marketing for the new drink? If so, what was it?
  5. Do you think this was a new product that they just decided to add to a menu and see if consumers liked it?
  6. If not, what might go into the development of a new product?
  7. According to this story, how did Starbucks end up with a drink that combines olive oil with coffee?
  8. Where are the new drinks availabe?
  9. Do you think the new Oleato beverage line will continue to grow? Why or why not?
  10. Do you think Starbucks’ competitors will soon follow suit and offer olive oil-infused coffee beverages on their menus? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.