Starbucks is making updates to its uniform policy to focus on the visibility of its famous “green aprons” in line with CEO Brian Niccol’s broader efforts to reinvigorate the struggling brand.
Starting on May 12, baristas working in North American stores will need to sport solid black tops beneath their aprons, a departure from the previous freedom to wear shirts of any color. This shift aims to “highlight our iconic green apron and establish a sense of familiarity for our customers,” as stated in a Starbucks announcement.
In addition, the company is adjusting the acceptable colors for pants. Employees will soon be expected to choose from khaki, black, or blue denim, as opposed to the earlier options of navy, gray, or brown.
The coffee chain has been looking for ways to bring customers back into stores. Starbucks’ sales have slipped for four straight quarters, the longest decline in years. Some customers stopped going to Starbucks because of high prices for drinks and long wait times, and hundreds of its stores have voted to unionize to push for better pay, benefits and working conditions.
Starbucks said the dress code changes will help it “deliver a more consistent coffeehouse experience that will also bring simpler and clearer guidance to our partners, which means they can focus on what matters most, crafting great beverages and fostering connections with customers.”
Workers United, a union representing some Starbucks employees, criticized the change, saying in a statement that the company should focus on collective bargaining instead.
“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. Workers United has written to Starbucks demanding no dress code change be implemented at union-represented stores until bargaining concludes,” said Jasmine Leli, a barista and an union bargaining delegate.
Other changes
It’s just the latest change that Niccol has initiated at Starbucks. Earlier this year, the chain eliminated a significant number of drink and food options as part of an overhaul to cut 30% of its menu to help reduce wait times. It also axed 1,000 corporate positions.
He’s also reimagined the vibe inside Starbucks’ locations by instituting a new policy restricting restrooms to paying customers. Plus, it tweaked its name to “Starbucks Coffee Company” to reinforce its coffee roots.
Niccol has also brought back a company tradition of baristas doodling on cups, as well as self-serve milk and sugar stations.
Niccol admitted in the company’s most recent earnings call that there’s “still room for improvement,” but he’s confident that Starbucks is “on the right track.” Since he took the helm last September, Niccol has rolled out a series of changes that have received a “positive response” from customers.
Starbucks will give a glimpse if these changes are working in its next earnings report in the coming weeks.
