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Summarize
Starbucks introduces new uniform for baristas to boost brand identity
The new guidelines are effective from May 12

Starbucks introduces new uniform for baristas to boost brand identity

Apr 15, 2025
03:18 pm

What's the story

Starbucks has announced an update to its dress code for baristas across North America, for a "better customer experience." Effective May 12, new guidelines mandate baristas to wear a solid black top and denim bottoms in khaki, blue, or black shades. Further, the coffee chain will also provide two company-branded t-shirts free of charge to its employees. As per the company, the changes are designed "to focus on simplified color options."

Brand representation

Green apron symbolizes Starbucks's unique identity

Starbucks says streamlined dress code will "allow our iconic green apron to shine and create a sense of familiarity for our customers, no matter which store they visit across North America," The green apron has been synonymous with Starbucks's brand identity since 1987. The company said, "Our partners are the face of our brand, and our iconic green apron has always been a special part of what makes us unique."

Worker response

Baristas express dissatisfaction with new dress code

The revised dress code has drawn criticism from certain baristas. A spokesperson for Starbucks Workers United, the union representing more than 500 of the company's roughly 10,000 corporate-run US cafes, voiced discontent over the decision. "Starbucks just announced a significantly more conservative dress code," the union said, urging the company to focus on reaching a collective-bargaining agreement rather than restricting a dress code.

Information

Sales stagnation and stock performance

Starbucks's sales remained stagnant in 2024 as well, compared to the previous year. However, since CEO Brian Niccol took over, Starbucks's shares have skyrocketed by 28%. Despite this positive shift in stock performance, the company still faces challenges related to employee satisfaction.