Additional Coverage:
- Starbucks will now require workers to ditch their colorful shirts in favor of black tops and neutral pants (fortune.com)
Starbucks Aims for a Refresh with New Dress Code, Cozier Cafés
Starbucks is brewing up a brand refresh, starting with its employees’ attire. Beginning May 12, baristas across North America will sport a new look: solid black tops (two of which will be provided free by the company) and bottoms of khaki, black, or blue denim. This streamlined dress code is designed to highlight the iconic green apron, a Starbucks symbol since 1987.
This move is the latest in a series of changes implemented by CEO Brian Niccol since he took the helm last September. Niccol has pledged to “get back to Starbucks,” focusing on core elements of the customer experience. These initiatives include a return to handwritten names on cups, more comfortable seating to encourage customers to linger, and a simplified menu to streamline online ordering.
These changes come at a challenging time for the coffee giant. Starbucks’ stock price has dipped recently, partially due to concerns over the impact of tariffs on imported coffee beans.
Despite these economic headwinds, early signs suggest Niccol’s changes are taking hold. Analysts have noted positive customer responses to initiatives like the return of ceramic mugs and a renewed focus on in-store experience.
However, not all changes have been met with universal enthusiasm. Some baristas have expressed concerns about the time-consuming nature of personalized cup decorations, while others worry about misinterpretations of friendly notes.
Despite some internal pushback, Niccol remains committed to his vision. A key part of this strategy includes a price freeze through fiscal 2025, a move that could give Starbucks a competitive edge if other coffee chains raise prices due to increased bean costs. While the company faces challenges, these changes may ultimately position Starbucks for future growth.