Starbucks has introduced a new, stricter dress code for its baristas, aiming to create a more consistent and welcoming customer experience across all locations.
A fresh look to refresh the brand
The company has announced a stricter dress code for baristas, starting May 12.
The goal is to create a consistent and welcoming atmosphere in all stores across North America.
This change is part of CEO Brian Niccol’s strategy to revamp the brand and improve customer experience.
What’s new in the Starbucks uniform policy?
Baristas must now follow these updated guidelines:
- Wear solid black tops, provided by the company at no cost (two branded shirts per employee).
- Wear bottoms in khaki, black, or blue denim only.
Previously, baristas could wear shirts in any color. Gray and brown pants or skirts were also allowed.
“We’re evolving our dress code in all stores to focus on simplified color options,” Starbucks said.“This lets our iconic green apron shine and creates familiarity for customers.”
The green apron, a Starbucks symbol since 1987, remains central to the brand’s identity.
Why did Starbucks change its employee uniform?
The new Starbucks dress code is part of a larger transformation.
CEO Brian Niccol joined the company in September. He’s known for leading a successful turnaround at Chipotle.
His vision? Bring Starbucks back to a café-style experience — not just grab-and-go.
To support this vision, Starbucks is:
- Shortening wait times
- Simplifying the menu
- Adding more seating
- Encouraging customers to dine in with “for here” orders
- Offering free refills for coffee and tea
- Bringing back the condiment station, removed during COVID-19
- Handing out Sharpie pens so baristas can write notes on cups
Some baristas, however, say the writing task is time-consuming and feels “forced.”
A unified look for a consistent brand
The updated uniform policy does more than change employee outfits.
It reinforces brand identity and improves store consistency.
With this shift, Starbucks hopes to create a more inviting and memorable experience for every customer.