Starbucks Updates Dress Code to Enhance Customer Experience

SEATTLE, Wash. — Starbucks is set to implement a new dress code for its employees across all North American stores starting May 12. This initiative aims to simplify the clothing requirements while emphasizing the chain’s iconic green apron, a symbol of the company since 1987.

As part of the updated dress code, employees will be required to wear solid black shirts—either short or long-sleeved crew neck, collared, or button-up—with any shade of khaki, black, or blue denim bottoms. In addition, each employee will receive two company-branded T-shirts to assist in meeting the new requirements.

The coffee giant stated, “By updating our dress code, we can 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.”

This change is part of CEO Brian Niccol‘s “Back to Starbucks” initiative aimed at revitalizing the brand’s identity as a welcoming “third place” for customers. The strategy includes not only the dress code update but also a reintroduction of ceramic mugs for dine-in orders, reinstating self-serve condiment bars, and encouraging personal interactions, such as baristas writing customers’ names on their cups.

Additionally, Starbucks plans to improve customer experience by introducing stricter policies for restroom access and seating, requiring purchases to utilize facilities. These adjustments align with the company’s goal of reducing customer wait times to four minutes or less, aided by staffing increases in over 3,000 stores.

Internally, Starbucks has made several organizational changes, including restructuring corporate teams to create more agile support structures, responding to feedback from employees and enhancing overall efficiency. Niccol’s tenure, which began in September, has seen several operational overhauls aimed at increasing profitability while also addressing workplace morale amidst ongoing unionization efforts and past disappointing fiscal results.

Starbucks also recently announced a change in its food and beverage menu, eliminating 30% of its offerings to streamline operations and encourage innovation. By focusing on a reduced menu, the company aims to enhance the speed of service and improve the overall customer experience.

The new dress code reflects Starbucks’ commitment to establishing a consistent brand experience across its locations, inviting customers to feel familiar in any store they visit. As the company continues to evolve, the updates to the dress code and service strategies are designed to promote customer loyalty while adapting to the changing demands of the coffee market.