Starbucks refreshes barista uniforms to boost brand identity and reconnect with customers amid ongoing sales slump

In an effort to refresh its brand identity and streamline the in-store customer experience, Starbucks has unveiled a new dress code policy for baristas across its North American locations. The updated uniform guidelines, set to take effect on May 12, come at a time when the coffee giant is grappling with falling sales and ongoing labor tensions.

The revised dress code is designed to highlight the company’s signature green apron while creating a more consistent and familiar look for customers nationwide. According to a statement from Starbucks, employees will now be required to wear solid black tops — either crewneck, collared, or button-up styles — paired with bottoms in any shade of khaki, black, or blue denim.

To support the transition, the company will provide two complimentary branded T-shirts to each employee, including options that represent partner networks within the company.

Focusing on Consistency and Brand Identity

“Starting May 12, we’re evolving our dress code in all stores to focus on simplified color options that allow our iconic green apron to shine and create a sense of familiarity for our customers,” the company said in a press release. Starbucks added that the change will help create a more unified visual identity across all locations while making dress code expectations simpler for employees.

Starbucks emphasized that the move is not just about aesthetics — it’s part of a broader strategy to enhance the overall coffeehouse experience and allow baristas to focus on what matters most: crafting high-quality beverages and building connections with customers.

Labor Union Pushback

The dress code overhaul, however, has sparked criticism from Workers United, the union representing a growing number of Starbucks baristas. The group argues that the company should prioritize collective bargaining agreements over uniform policies.

“Starbucks’ top priority should be finalizing fair contracts with union baristas,” said Jasmine Leli, a union bargaining delegate. “We’ve formally asked the company to delay any dress code changes at union-represented stores until negotiations are completed.”

Starbucks has seen hundreds of its U.S. locations vote to unionize over the past two years, with workers demanding better pay, reliable scheduling, and improved working conditions.

Changes Beyond the Dress Code

The uniform update is just one part of a broader transformation led by Starbucks’ new CEO, Brian Niccol, who took charge in September 2024. Niccol, known for his successful leadership at Taco Bell, has been spearheading major operational and cultural changes to reverse the company's recent downturn.

Under his leadership, Starbucks has eliminated about 30% of its menu items to speed up service, reduced long wait times, and laid off 1,000 corporate employees as part of a cost-cutting initiative. The chain has also introduced a new policy restricting restroom access to paying customers only — a move aimed at reinforcing Starbucks' core identity as a premium coffee destination.

Additionally, the company has slightly tweaked its brand name to "Starbucks Coffee Company" to emphasize its focus on coffee, and reintroduced personalized touches like cup doodling by baristas and self-serve milk and sugar stations.

Facing Challenges Ahead

Despite these sweeping changes, Starbucks continues to face headwinds. The company recently reported its fourth consecutive quarter of declining sales — marking the longest slump in years. High beverage prices and operational delays have contributed to waning customer visits, raising the urgency for Starbucks to reconnect with its base.

Still, CEO Niccol remains optimistic. In a recent earnings call, he acknowledged that while there’s “still room for improvement,” early feedback on the company’s new direction has been “encouraging.”

With the new dress code just weeks away, all eyes will be on how customers and employees respond — and whether this visual shift will help spark a larger revival for the world’s largest coffeehouse chain.