A New Look for a Familiar Brand
Starbucks Updates Dress Code as part of a broader effort to reinforce brand identity and improve the in-store experience. Starting May 12, employees across North American stores will be required to wear solid black shirts under their iconic green aprons. The move is part of a larger brand refresh initiative led by CEO Brian Niccol, aimed at reviving customer interest and stabilizing slipping sales.
Previously, baristas were allowed to wear shirts of any color, but the new policy focuses on visual consistency. “This change is designed to let our iconic green apron shine and build a stronger sense of familiarity for our customers,” the company stated in its announcement.
In addition to changes in shirt color, Starbucks is adjusting the acceptable pant options for its staff. Moving forward, employees must wear khaki, black, or blue denim bottoms, replacing the earlier flexibility that included navy, gray, and brown.
Revamp Amidst Slumping Sales and Growing Labor Tensions
The uniform update is just one piece of a broader strategy to bring customers back into Starbucks stores after four consecutive quarters of declining sales. Long wait times and rising drink prices have been cited as key factors driving customers away. At the same time, the company is navigating increasing labor challenges, with hundreds of locations voting to unionize in pursuit of better compensation and working conditions.
While Starbucks maintains that the uniform policy will simplify operations and improve the customer experience, not everyone is on board. Workers United, the union representing many Starbucks employees, criticized the move, asserting that the company should prioritize collective bargaining.
“Starbucks’ top priority should be finalizing fair contracts with union baristas so we have the staffing, guaranteed hours, and support we need to do our jobs,” said Jasmine Leli, a barista and union bargaining delegate. In response to these concerns, the union has requested a delay in Starbucks Updates Dress Code for unionized stores until agreements are reached.
Broader Overhaul Under Niccol’s Leadership
Since assuming leadership in September, Niccol has implemented a series of changes aimed at revitalizing the coffee chain’s image and improving operational efficiency. Earlier this year, Starbucks cut 30% of its menu items to reduce complexity and shorten wait times, and eliminated 1,000 corporate positions in a cost-saving measure.
Niccol is also reshaping the in-store atmosphere. New policies now limit restroom access to paying customers, and the brand has been subtly rebranded as “Starbucks Coffee Company” to reinforce its coffee-centric identity. In a nod to tradition, he reinstated practices such as baristas doodling on cups and self-serve milk and sugar stations.
Despite these initiatives, Niccol acknowledged during the company’s latest earnings call that “there’s still room for improvement.” However, he expressed optimism, stating that the recent changes have received “positive responses” from customers.
Starbucks is set to provide further insights into the effectiveness of its recent strategies, including Starbucks Updates Dress Code, in its upcoming earnings report in the weeks ahead.
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