What’s going on at Starbucks? The world’s biggest coffee chain is brewing a bold new image, and it starts with a fresh dress code for its baristas. Yes, your local barista might look different starting May 12. But this isn’t just about clothes, it’s part of a massive transformation under CEO Brian Niccol.
Starbucks has been facing a rough patch, slipping sales for four straight quarters, frustrated customers over wait times and prices, and a growing push for unionization. Now, to fix things and reconnect with its roots, Niccol has launched a full-blown “Back to Starbucks” makeover.
Step one. The iconic green apron gets the spotlight.
Baristas will now wear solid black tops—crew neck, collared, or button-up styles—under the green apron. Bottoms can be any shade of khaki, black, or blue denim. Employees will also get two Starbucks-branded T-shirts for free.
Why the wardrobe change? Starbucks says it’s about creating a consistent customer experience, helping the green apron “shine,” and simplifying the look across its thousands of North American stores.
But not everyone’s on board.
Workers United, the union representing many Starbucks employees, slammed the move. They say the company should focus on finalizing union contracts instead of new clothes. “We need better hours, staffing, and working conditions,” they argue.
And this is just one part of Niccol’s bigger plan.
He’s already axed 30% of the menu, cut 1,000 corporate jobs, limited restroom use to paying customers, brought back barista cup doodles, and rebranded the chain as “Starbucks Coffee Company.”
Will these changes be enough to perk up Starbucks’ struggling sales? Only time will tell.
