Starbucks Revamps Barista Dress Code in Bid to Reinforce Brand Identity

Starbucks is updating its barista dress code across North America, introducing a stricter uniform policy aimed at reinforcing its brand image and enhancing the in-store customer experience.

Beginning May 12, employees will be required to wear solid black tops beneath the company’s iconic green apron – a shift from the current policy, which allows shirts in a variety of colors. The company says the change is intended to make the green apron more visually distinct and foster a greater sense of consistency across its locations.

In addition, the updated guidelines will limit approved pant colors to black, khaki, or blue denim, removing previous options such as gray, navy, and brown.

The move comes as Starbucks continues to grapple with declining sales, which have dropped for four consecutive quarters. The company has faced growing customer frustration over rising prices and long wait times. Simultaneously, hundreds of stores have voted to unionize, citing demands for better wages, guaranteed hours, and improved working conditions.

Starbucks described the dress code shift as part of a broader effort to simplify expectations for staff – whom it refers to as “partners” – and deliver a more cohesive coffeehouse environment. “This update allows our iconic green apron to shine and helps create a sense of familiarity for customers,” the company said in a statement.

But the policy update has drawn criticism from Workers United, the union representing many Starbucks employees. In a statement, union delegate and barista Jasmine Leli urged the company to prioritize negotiations over aesthetic changes.

“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,” she said. The union has formally requested that the dress code changes not be enforced at unionized stores until contract talks are completed.

The revised uniform policy is just one of several changes being spearheaded by CEO Laxman Narasimhan, who stepped into the role last September. Under his leadership, Starbucks has also made significant menu cuts – eliminating roughly 30% of food and drink items to reduce wait times – and laid off 1,000 corporate staff in a streamlining effort.

Other recent changes include restricting restroom access to paying customers and a renewed emphasis on the company’s coffee heritage through a subtle brand update to “Starbucks Coffee Company.”

The company has also reintroduced barista doodles on coffee cups and brought back self-serve milk and sugar stations as part of its effort to revive what Narasimhan calls the “Starbucks experience.”

While Starbucks says customer response to the changes has been positive so far, the true impact will be clearer when the company releases its next earnings report in the coming weeks.