Starbucks Unveils New Dress Code to Enhance Baristas' Appearance and Customer Experience

Starbucks announced on Monday a refreshed dress code for its baristas, part of CEO Brian Niccol’s strategy to revamp the coffee giant’s public image. The updated uniform guidelines aim to highlight the company’s “iconic green apron” and foster a sense of consistency for customers visiting any Starbucks location throughout North America, the company disclosed in their statement.

Under the new dress policy, baristas are required to wear:

• Solid black short or long-sleeved crewneck, collared, or button-up shirts
• Any variation of khaki, black, or blue denim bottoms
• In addition, Starbucks will provide baristas with two new company-branded t-shirts at no cost

This updated policy is set to take effect on May 12, as noted by the company.

Starbucks expressed that these changes aim to “deliver a more uniform coffeehouse experience while also offering straightforward guidance to our employees.”

This uniform overhaul is part of Starbucks’ “Back to Starbucks” initiative, which focuses on rejuvenating its cafes. After stepping into the CEO position in October, Niccol commented on the general feeling that “we have moved away from what makes us unique.”

In 2024, Starbucks faced stagnant sales compared to the previous year, as some customers were drawn to competitors over price concerns and extended wait times, among other issues. Niccol’s strategy to win back patrons emphasizes enhancing customer service and ensuring Starbucks cafes remain “welcoming places to relax,” alongside other objectives and initiatives.

The new dress code is designed to enable baristas to “concentrate on what’s truly important, such as creating excellent beverages and building relationships with guests,” as stated by the company on Monday.